To thrive in the competitive American sports landscape, rugby must embrace and promote its star athletes. This shift is essential for the sport’s global expansion, especially in the United States, where traditional sports like the NFL and NBA dominate. The involvement of entertainment giants like Roc Nation, known for managing music icons, has brought a new perspective to rugby. By leveraging celebrity influence and emphasizing individual players, rugby aims to capture the attention of American audiences and establish a stronger foothold in this vast market.

The historical roots of rugby in the U.S. date back 150 years, with Olympic gold medals in 1920 and 1924. Despite this legacy, the sport remains a niche interest. World Rugby sees significant potential in the U.S., estimating that even capturing 1% of the sports rights market could double global revenues. Strategic events and tournaments are being planned to boost interest, including the 2028 Los Angeles Olympics and the 2031 and 2033 Rugby World Cups.

Breaking Through with Celebrity Influence

Roc Nation's entry into rugby has introduced a fresh approach to player promotion. Traditionally conservative, rugby now faces the challenge of adopting more aggressive marketing strategies to highlight its stars. Michael Yormark, president of Roc Nation Sports International, emphasizes the importance of star power in achieving commercial success and breaking through in America. The agency represents top-tier players like Siya Kolisi and Marcus Smith, using their influence to elevate the sport's profile.

The success of other sports in the U.S. hinges on their ability to showcase charismatic personalities. Major League Soccer (MLS) gained prominence after attracting stars like Lionel Messi. Similarly, rugby needs to develop its own iconic figures. Roc Nation leverages connections from other industries, arranging interactions between rugby players and celebrities. For instance, Kolisi has met NBA legend Kevin Durant, while Maro Itoje has spent time with DJ Khaled. These encounters help build a narrative around rugby players, making them more relatable and appealing to American fans. However, changing the culture within rugby to prioritize individual branding remains an ongoing challenge. Players are gradually becoming more open to promoting themselves, as seen with Danny Care's vlog and podcast ventures.

Strategic Moves for Growth in the U.S.

World Rugby recognizes the untapped potential in the American market and is implementing strategic initiatives to foster growth. Test matches are being scheduled in key cities, such as England's upcoming match against the U.S. and future games in Chicago. The Nations Championship finale in 2030 may also be held in the U.S., serving as a prelude to the Rugby World Cups. Major League Rugby (MLR) has already made strides, expanding to 12 markets and increasing attendance each season. The physicality of rugby aligns well with popular American sports, offering a familiar yet unique appeal.

Despite the challenges, there is optimism about rugby's future in the U.S. The sport's potential lies in creating a compelling identity and story that resonates with American audiences. Paul Adesoye, head of rugby at Roc Nation, notes the gradual shift towards personal branding among players. As more athletes embrace social media and storytelling platforms, rugby can build a loyal following. The next few years will be crucial for laying the foundation and ensuring that rugby's big push west gains momentum. With strategic planning and star power, rugby can carve out a significant place in the American sports landscape.