IMG and World Rugby Enter Strategic Media Rights Partnership

IMG and World Rugby have agreed to a long-term media rights partnership with the intention of accelerating rugby’s growth in the United States ahead of the Men’s and Women’s Rugby World Cups in 2031 and 2033.

Hosting of Rugby World Cups in the U.S. is being supported with the delivery of a dedicated ‘growth plan’ to make these events the most commercially successful rugby events ever.

World Rugby Chief Executive Alan Gilpin said: “This strategic partnership with IMG is a major step forward in delivering our bold ambitions for rugby in the United States and our long‑term growth strategy for the game globally. The decision to take our men’s and women’s Rugby World Cups to the U.S. in 2031 and 2033 reflects the scale of the opportunity in this market.

With preparations well underway, a record programme of international matches in 2026, and a stepped‑up partnership approach with our unions, we are entering an important new phase. IMG shares our vision and brings unrivalled media market expertise. We are excited to build this journey together.”

IMG President Adam Kelly commented: “This new partnership represents a fundamental shift in how World Rugby and IMG are working together strategically to shape long-term growth of the men’s and women’s game. We are excited to expand on our recent media consulting work, which has delivered strong commercial outcomes and unlocked significant value and audiences across multiple major markets.”

What Does The IMG and World Rugby Agreement Mean?

A press release from World Rugby said that under the agreement, “IMG will help World Rugby shape a media and market strategy designed to deliver long-term impact.

IMG has already advised on World Rugby’s domestic media rights agreement with Nine Entertainment ahead of Rugby World Cups 2027 and 2029 in Australia, as well as securing major international deals, including the U.S. partnership with CBS Sports through to 2029.

They said that the agreement is a “key pillar in the growth plan and marks a new era for World Rugby and IMG’s 30‑year relationship.”

This includes

• A strategic advisory on U.S and global media rights, distribution, content, and in-market initiatives in the lead up to the Rugby World Cups.
• IMG will provide broader consulting across the global World Rugby media rights ecosystem, driving audience reach and growing value and impact for the sport more broadly.

Rugby World Cup hosting preparations are ongoing with almost 30 cities and regions engaged in the detailed host city selection process.

World Rugby Chief Revenue Officer Michel Poussau added: “This partnership around RWC media rights represents a step change for World Rugby as we build toward an unprecedented era of opportunity for the sport in the United States. Working collaboratively with unions and U.S. stakeholders, IMG’s market-leading capabilities will significantly strengthen our position as we approach our Rugby World Cups in optimal shape.”

IMG SVP, Business Development Sam Stitcher added: “Working side-by-side with World Rugby, we will leverage our global and U.S. resources, knowledge, and expertise of the media and audience landscape to help the sport reach and engage with new fans, in new ways, both internationally and in one of the most strategically important markets in global sport.”

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