World Rugby and IMG Agree Strategic Partnership to Accelerate U.S. Growth

World Rugby and global sports marketing powerhouse IMG have entered into a long-term media rights partnership aimed at accelerating the sport’s global expansion, with a primary focus on the United States.

The agreement arrives as it prepares for the landmark Men’s and Women’s Rugby World Cups in 2031 and 2033, respectively.

The collaboration marks a fundamental shift in the 30-year relationship between the two entities. Under the new terms, IMG will provide strategic advisory on U.S. and global media rights, distribution, and content strategy, ensuring the sport is optimally positioned to capture one of the world’s most lucrative commercial markets.

World Rugby CEO, Alan Gilpin, stated that the partnership is a major step in delivering the sport’s bold ambitions.

“The decision to take our men’s and women’s Rugby World Cups to the U.S… reflects the scale of the opportunity in this market.”

“IMG shares our vision and brings unrivalled media market expertise,” Gilpin said. 

Noting that the partnership would leverage global resources to engage fans in new ways, Adam Kelly, President of IMG, said that the focus remains on unlocking value in major markets while ensuring the global media rights ecosystem is robust enough to support the sport’s professionalisation and the continued rise of the women’s game.

The U.S. “Growth Plan” and 2026 Momentum

To support this, World Rugby, advised by Jefferies, is executing a dedicated “growth plan” involving direct investment alongside national unions.

The strategy is already yielding tangible results ahead of the 2026 international window:

• Record Schedule: 2026 will see the largest ever programme of international rugby matches hosted on U.S. soil.
• Market Testing: Fixtures are being staged in both established rugby hubs and emerging markets to build broadcast inventory and addressable audiences.
• Commercial Success: Recent international matches in the U.S. have seen record attendances and sell-out crowds, validating the “incentivised” hosting model.
• City Selection: Almost 30 cities and regions are currently engaged in the detailed selection process to host Rugby World Cup matches.

Strategic Media Positioning

The agency recently secured a domestic media rights deal for World Rugby with CBS Sports through to 2029 and advised on the Australian rights agreement with Nine Entertainment for the 2027 and 2029 tournaments.

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