What Eddie Hearn’s Rugby Moves Say About the Sport’s Digital Future

Rugby has traditionally relied on loyal but relatively concentrated fan bases, which has limited its mainstream visibility compared to sports such as football or boxing. This has led industry figures to argue that stronger promotion and digital storytelling are necessary to expand the sport’s global reach.

Eddie Hearn, one of the UK’s leading boxing promoters, has now turned his attention to rugby, saying it has a visibility problem and that he’s willing to apply the craft of promotion he honed in boxing. First step, sort of a pilot project, was signing Henry Pollock in his Matchroom Sport Agency, which was created as a new talent agency division, not just a sports promotion company.

The idea is to boost the personal brand of a rugby star, similarly to what is done when promoting boxers.

Supporters vs Critics View

Supporters think this approach could attract younger fans, boost sponsorships, and modernize how the sport connects with audiences online. Critics argue rugby’s team-first culture might clash with the celebrity-driven, entertainment-heavy style that works in boxing.

Broader Shift Towards Digital In Entertainment

This shift towards online presence and digital engagement in sports is part of a broader trend evident in other sports and entertainment as well. From football to boxing and the movie industry, many big and small clubs and companies are trying to adapt. From the way they’re broadcasting to the way they communicate with fans beyond event days. 

Big drivers in this shift are fans and their habits. Fans now consume sports in far more complex and interactive ways than before. Using their smartphones during a match, talking to family and friends on social media apps, and checking live odds to gauge whether the moment is right to place an in-game wager. If the opportunity doesn’t seem particularly attractive, some will opt to play mobile slots for extra entertainment instead.

All these new patterns of fan behaviour create a sort of attention economy, in which sports clubs look to position. While it may feel overwhelming to show up on all digital channels and meet fans everywhere, it can be very rewarding, with each channel presenting a potential new revenue stream.

More Opportunities For Monetisation

One significant benefit of this digital push and personal branding for rugby stars will be new streams of income, outside of the sport, from brand promotions, sponsorships, and other opportunities. It is expected that their main club salary still dwarfs these side streams, similarly to how matchday pay is manyfold more than any other gig a boxer does in between. However, digital revenue grows faster, and a digital presence directly increases matchday revenue by attracting new sponsorships and engaging a larger audience, as noted earlier.

Final Words

Although rugby is experiencing steady growth, with participation increasing by about 11% to roughly 8.46 million players worldwide in 2023, in just one year, it’s very much concentrated in the UK, Ireland, New Zeland and Australia. Stronger personal branding of rugby players outside these traditional markets could become a major catalyst for the sport’s wider global expansion.