World Rugby has formed a strategic partnership with IMG to enhance the sport's growth in the United States through a long-term media rights agreement. This collaboration aims to boost rugby's visibility and popularity in the U.S. market, highlighting the increasing importance of this region for the sport's global expansion.
'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Performance Form 2026 Playa Power Program Women in Sport Futures Day 2026 Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > World Rugby and IMG Agree Strategic Partnership to Accelerate U.S. Growth Sponsorship 3 min read World Rugby and IMG Agree Strategic Partnership to Accelerate U.S. Growth Written by MOS Editorial Team Published on 1 May 2026 World Rugby and global sports marketing powerhouse IMG have entered into a long-term media rights partnership aimed at accelerating the sport’s global expansion, with a primary focus on the United States. The agreement arrives as it prepares for the landmark Men’s and Women’s Rugby World Cups in 2031 and 2033, respectively. The collaboration marks a fundamental shift in the 30-year relationship between the two entities. Under the new terms, IMG will provide strategic advisory on U.S. and global media rights, distribution, and content strategy, ensuring the sport is optimally positioned to capture one of the world’s most lucrative commercial markets. World Rugby CEO, Alan Gilpin, stated that the partnership is a major step in delivering the sport’s bold ambitions. “The decision to take our men’s and women’s Rugby World Cups to the U.S… reflects the scale of the opportunity in this market.” “IMG shares our vision and brings unrivalled media market expertise,” Gilpin said. Noting that the partnership would leverage global resources to engage fans in new ways, Adam Kelly, President of IMG, said that the focus remains on unlocking value in major markets while ensuring the global media rights ecosystem is robust enough to support the sport’s professionalisation and the continued rise of the women’s game. To support this, World Rugby, advised by Jefferies, is executing a dedicated “growth plan” involving direct investment alongside national unions. The strategy is already yielding tangible results ahead of the 2026 international window: The agency recently secured a domestic media rights deal for World Rugby with CBS Sports through to 2029 and advised on the Australian rights agreement with Nine Entertainment for the 2027 and 2029 tournaments. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . The National Basketball League (NBL) has announced various partnerships for the Hungry Jack’s... Global food and beverage giant Nestlé has announced a partnership with the National... Global sports fashion retailer JD Sports has announced a agreement with New Zealand... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com
World Rugby, IMG
Partnership Tracker, Media Rights Analyzer
World Rugby: World Rugby is the international governing body for the sport of rugby union, which has entered into a strategic partnership with IMG to enhance its media rights and growth in the U.S.
IMG: IMG is a global sports marketing powerhouse that has formed a long-term media rights partnership with World Rugby to promote rugby in the U.S.
This article is part of Prism's real-time sports business intelligence radar, which tracks sponsorships, partnerships, media rights, stadium deals, and investments across global sports. View the full intelligence profile for each company to access active analysis modules, deal timelines, and connected company networks.