World Rugby and IMG have announced a long-term media rights partnership focused on growing rugby in the United States ahead of the Men’s and Women’s Rugby World Cups in 2031 and 2033. Under the agreement, IMG will provide strategic advisory on U.S. and global media rights, distribution, content, and in-market initiatives, as well as broader consulting across World Rugby’s global media rights ecosystem.
The partnership builds on a 30-year relationship between the two organizations. IMG previously advised on World Rugby’s domestic media rights agreement with Nine Entertainment ahead of Rugby World Cups 2027 and 2029 in Australia, and helped secure a U.S. partnership with CBS Sports through 2029.
World Rugby says 2026 will feature a record schedule of international rugby on U.S. soil. The organization is actively investing in the U.S. market alongside national unions, delivering international fixtures in cities nationwide. Nearly 30 cities and regions are engaged in the Rugby World Cup host city selection process.
“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,” says Alan Gilpin, Chief Executive, World Rugby. “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.”
“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,” says Michel Poussau, Chief Revenue Officer, World Rugby.
“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,” says Adam Kelly, President, IMG.
“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,” says Sam Stitcher, SVP Business Development, IMG.