As the most celebrated event in the oval ball sport comes closer with the Rugby World Cup 2023 in France, we stumble across a crucial question that comes alive during this time – “Why hasn't rugby gone global?”
The sport has existed for over 125 years, and until now, there has been little or no growth shown, with the sport becoming more of a niche market instead of a widespread sensation.
As of 2018, reports indicated that rugby had a global player base of 9.6 million people. In comparison, as reported by FIFA, football boasts a significantly more significant number with over 265 million players. These figures are from 2006, and the number of people playing both sports has likely increased substantially since then. This growth is particularly significant in women's football, which has seen a surge in popularity in recent years.
However, rugby faces some challenges regarding overall interest among sports fans. According to a report by Nielsen, rugby ranked relatively low compared to other sports, with even newer sports like mixed martial arts (MMA) garnering a higher share of interest. This raises the question of whether rugby can be considered a global sport.
While rugby may not currently enjoy the same level of global popularity as football, it does have the potential to expand its reach and become more widely played and followed. Efforts to promote the sport in non-traditional rugby-playing nations are in place, with a concerted push to develop women's rugby at both grassroots and professional levels.
Rugby tickets went on sale for the Rugby World Cup 2023 in September 2022, with thousands of fans flocking in for their tickets. However, the popularity of these rugby tickets remained within a selected following, and the demand needed to reflect on the sport's overall popularity. A significant split saw hosts take the bulk of the rugby tickets and very little interest from nations starting with the sport.
But, on the bright side, it was great to see the first round of tickets also being sold out within minutes.
The quest to go global
While rugby has seen growth in country-focused tournaments and TV viewership for events like the Six Nations and the World Cup, there are concerns about its global status and participation levels.
The viewership figure of 4 billion for the 2007 World Cup was widely debunked as inaccurate. Despite this, specific matches and events have attracted significant audiences, such as Japan's game against Scotland in this year's World Cup, which saw a record peak of over 50 million viewers in Japan. However, it is essential to note that these figures do not necessarily reflect the overall global popularity of rugby.
The 2019 Rugby World Cup in Japan was an eye-opener. The world's attraction saw Japan bringing on their best self and showcasing that rugby has a competitive edge beyond the tier 1 nations.
That tournament saw Japan making it through to the quarterfinals to be defeated by the champions South Africa. But the remarkable stance saw World Rugby look beyond the so-called top tier nations to accommodate the likes of Japan, Samoa, Tonga and Fiji to the top drawer.
Attendance Declining?
One of the worrying trends is the decline in overall attendance figures for matches, which decreased by over 4% from 2017 to 2018. Additionally, there have been reports of declining participation levels in countries traditionally associated with rugby. Australia has experienced record-low numbers of players, while New Zealand has seen an alarming decline in secondary school players.
Reports and claims about rugby's global reach and fanbase have varied. For example, a Nielsen report commissioned by World Rugby claimed that the sport had over 700 million fans globally, contradicting other reports. These discrepancies highlight the challenges in accurately assessing rugby's global popularity.
Compared to football, rugby faces an uphill battle to achieve widespread growth, especially in potential markets like China. While there are estimates of the game having over one million Chinese players in a decade, it seems less likely compared to the efforts made by the Chinese government to boost participation and interest in football through state-sponsored plans.
How can the 2023 World Cup change this?
The 10th edition of the Rugby World Cup is set to be a significant event, coinciding with rugby's 200th birthday. The tournament aims to surpass previous standards, both on and off the field, by attracting and inspiring a new generation of fans and participants worldwide while also uniting the entire nation of France around the sport with rugby tickets.
The Rugby World Cup 2023 generates immense interest and is poised to become one of the most popular editions. Rugby ticket demand has been unprecedented, with record local public support. Hundreds of thousands of individuals worldwide have already joined the 2023 Family, eagerly anticipating the next phase of individual ticket sales, scheduled for 13 September (2023 Family) and 15 September (general public).
The Rugby World Cup 2023 would want to replicate the successful stint of the 2022 FIFA World Cup in Qatar, which set the standard for world cup events.
From in-ground experiences to fan following, Qatar set a benchmark of the standards on how a fan feels and appreciates the sport. The world cup in Qatar portrayed the true potential of bridging the digital and on-ground experience to provide the viewers and fans who arrived with an unmatched experience.
And now, the focus is on France, the hosts for the 2023 Rugby World Cup and the 2024 Summer Olympics, to build an even bigger proposition.
New Zealand's Part in going global
The All Blacks have a significant role in making the sport go global. Even with lacklustre results last season, the All Blacks remain the most famous rugby team in the world and have the best talent pool for the sport.
The All Blacks have a long-standing reputation for producing world-class talent, and their players have consistently made their mark on the international stage. A striking statistic that highlights their influence is that during the 2019 Rugby World Cup, 42 players from the tournament represented countries other than New Zealand.
This demonstrates the global reach and impact of the All Blacks, as their players contribute to the growth and development of rugby in numerous nations. And the All Blacks will need to play a more significant role in expanding the sport.
And by the looks of it, there are early hints of this happening.
According to reliable sources, Dubai has emerged as a potential host for rugby competition matches, indicating a shift in the New Zealand Rugby Union's (NZRU) stance on playing games outside the home country. Additionally, the Stormers will likely be granted permission to face the Crusaders in London during the upcoming season.
Traditionally, the NZRU has rejected proposals to hold games outside New Zealand. However, the organization now recognizes the importance of expanding the sport globally and exploring new commercial markets, prompting a reassessment of its position.
Steve Tew, the deputy chief executive of NZRU, acknowledged ongoing discussions surrounding the possibility of offshore games. While similar issues were raised in 2005 when the Crusaders sought to play in Melbourne, the NZRU is actively addressing the concerns related to SANZAR (South Africa, New Zealand, Australia Rugby) and the broadcasters.
Although the NZRU is still evaluating the potential consequences of taking games on tour, the recent appointment of John O'Neill as head of the Australian Rugby Union is expected to facilitate agreement among the stakeholders.
If World Rugby supports this cause, this proposition could have more value so that the game could expand over the next five years.
Take the NFL, for example; as a part of their expansion routine, the organizers will play three games in the UK at the Tottenham Hotspur Stadium.
NFL, by far, is a lesser-known sport in the world, played only in North America, whereas there is global acceptance for the Oval ball game.
2023 – An important year for the sport
Not just with the Rugby World Cup, but the changes in policing can play a crucial role in changing the dynamics of the sport. The popularity of any sport is judged on its following and how many people purchase tickets. It will be a step forward if these changes can improve viewership and motivate more fans to buy rugby tickets.
