World Rugby acquires digital platform RugbyPass

World Rugby has acquired digital platform RugbyPass. 

RugbyPass is a website and app that includes rugby news, analysis, shows, highlights, podcasts, documentaries, fixtures and results, and more. It has both free and premium offerings, with a monthly audience of seven million across its properties.

According to a World Rugby statement it, “does not intend to change RugbyPass’s authentic and impactful editorial tone, ensuring independence from the international federation’s existing corporate channels.”

The deal aims to accelerate World Rugby’s D2C offering, including content, streaming and programming services being provided directly to fans. It was completed as part of a media rights agreement with Sky New Zealand, which sees the broadcaster acquire every men’s and women’s Rugby World Cup, the new WXV women’s 15s competition and the HSBC World Rugby Sevens Series from 2023-2029.

World Rugby chief executive Alan Gilpin explained that this will allow the organisation to create a dedicated events and entertainment business: “World Rugby’s mission is to grow the global rugby family. To do that, rugby must be more accessible and more relevant to more people more of the time and we must create deeper relationships with those who love the game, those who are casual fans and those who are yet to discover our sport.

“This deal reflects that mission. Supported by our Executive Board, we are undertaking a significant business transformation to better enable World Rugby to lead the growth of the sport through the establishment of a dedicated events and entertainment business which will oversee the running of the joint venture entities responsible for every men’s and women’s Rugby World Cup between 2025 and 2033, WXV and the HSBC World Rugby Sevens Series. 

“RugbyPass is an established destination within rugby in terms of the audience footprint it generates on its own channels and, with our combined support and access to content, is perfectly positioned to grow exponentially, providing the platform to accelerate rugby’s advancement in emerging markets.

“We are excited by this deal and its potential to unify a very fragmented rights environment and support our unions by creating an engaged and unified audience that benefits everyone. I would like to thank Sky New Zealand for helping make this possible, and look forward to working in partnership with them to deliver our premium competitions to New Zealanders, and to working with our wider stakeholders and the RugbyPass team to supercharge rugby’s reach and engagement.”

RugbyPass Interim CEO Hazel Dodd added: “The acquisition of our digital brands and platforms by World Rugby is a win-win for both parties, strengthening our combined content creation capabilities and doubling our audience reach. RugbyPass is all about bringing fans closer to the game, telling the stories that matter in an authentic and entertaining way. With World Rugby’s backing, we will now be able to bring more of those stories to life, reinforcing our position in core markets and making in-roads into new rugby markets.”