World Rugby and IMG agree media rights partnership to accelerate US and global growth

World Rugby and sports marketing agency IMG have agreed a long-term media rights partnership designed to accelerate rugby’s growth in the United States and globally ahead of the Men’s and Women’s Rugby World Cups in 2031 and 2033.

Under the agreement, IMG will help World Rugby shape a media and market strategy designed to deliver long-term impact. This will include strategic advisory on US and global media rights, distribution, content, and in-market initiatives in the lead up to the Rugby World Cups. IMG will also provide broader consulting across the global World Rugby media rights ecosystem, driving audience reach and growing value and impact for the sport more broadly.

The United States represents one of the sport’s most significant opportunities for new audiences, value, and commercial growth. Hosting of Rugby World Cups in the US is being supported with the delivery of a dedicated ‘growth plan’ to make these events the most commercially successful rugby events.

Advised by investment bankers Jefferies on the growth plan funding, World Rugby is investing in the market alongside national unions, delivering international fixtures in important cities nationwide, and supported by a stepped-up and incentivised hosting programme. In 2026, this approach will see a record schedule of international rugby hosted on U.S. soil across both established and emerging markets - creating momentum, broadcast inventory, and addressable audiences ahead of the Rugby World Cups.