Rugby, a sport deeply rooted in tradition, faces an evolving landscape demanding innovation for sustained relevance. To secure its place in the hearts of fans and at the grassroots level, and most importantly, to build a new fan base over the next four years, rugby needs to strategise on several fronts to bring the game to the tip of the tongue of many interested. Among the many things that can be addressed, three crucial acts stand out over the next four years.

1. Player Personalization for Connection: Top-tier players are the inspirational attraction of rugby, yet their personal stories often remain in the shadows. Collaboration with endorsements can bridge this gap, bringing fans closer to their heroes. Introducing pre-match build-up insights, more mic’d-up moments, and post-match reflections allows supporters to witness the human side of these athletes. Podcasts and midweek sessions can provide a window into players’ lives, fostering a deeper connection. Moreover, engaging with influencers and creators who resonate with the younger generation, especially those drawn to MMA and emerging Olympic sports like flag football, is vital. Leveraging the social media reach of these influencers can extend the rugby narrative beyond traditional boundaries. This approach not only attracts new fans but also strengthens the bond with existing ones, as the game aligns with the media preferences of the younger demographic. Private seclusion is a given, but we need to provide more attention to the athletes making relatable moves in their lives; how does one think about certain worldly subjects, or what is the alternative passion of the athlete which could be relatable to the fan base? It is not a great world to be in, but with a career that spans 10-15 years, you need to bring your story front and centre for that time and show who you are as an athlete on and off the field so that it inspires the next generation.
2. Grassroots Glory and Governance: Grassroots rugby forms the foundation of the sport, where dreams are born and nurtured. A governing organisation dedicated to highlighting these stories is essential. Investing in storytelling collaborations can showcase the diverse journeys of players and clubs and illustrate how they balance passion with everyday life. Collaboration between unions and external partners can create a unified platform, celebrating the incredible stories emerging from local communities. By investing in grassroots, rugby can ensure a constant flow of fresh talent and maintain its connection with communities worldwide. What is the player’s extrinsic motivation if grassroots is not getting their moments? Intrinsic motivation is already at an all-time high with the enjoyable aspect and the desire to be a part of something special. However, it becomes even more compelling when a team makes it to the play of the week or team of the week, getting a spotlight on who they are and why they play rugby. We need to borrow some adaptation from Apple, as Simon Sinek said in a TED TALK (https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en): build the story of why you do something to inspire, not just to buy.
3. Innovation and Critical Thinking on the Field: Rugby’s essence lies in its dynamism, and innovation on the field is imperative. Over the next four years, the sport should strive for new developments that captivate audiences. Encouraging critical thinking among athletes leads to entertaining games that showcase adaptability. As rugby evolves, the sport can present a spectacle of strategic brilliance, maintaining its integrity while adapting to the changing expectations of fans. Innovation in gameplay and tactics can inject new life into the sport. Now, a lot of this could lie with how the Coach plans his strategy, many different thoughts going through the current matrix structure that many rugby organisations have, so a lot of ideas and many sidebar/elevator chats changing the process sometimes. Change is never comfortable, but when everyone feels part of it and enough time is given to build a coalition, you commit to the cause because you have a group of people who believe in that cause.

Over the next four years, it will be interesting to see where rugby union goes. The culture of the top 20 teams, the innovative changes to support inclusivity that support ALL, and the emphasis on player stories will define the sport’s trajectory. Adapting to the evolving sporting landscape while staying true to its core values will be the key to rugby’s enduring success. With a strategic focus on player personalisation, grassroots celebration, on-field innovation, and influencer engagement, rugby can retain its current fan base and attract new enthusiasts, ensuring a vibrant and exciting future for the sport.