Partnership will aim to boost growth in the US and globally

World Rugby IMG US rugby

World Rugby and IMG have agreed a long-term media rights partnership.

IMG will provide the federation with strategic advisory on US and global media rights, distribution, content, and in-market initiatives in the lead up to the Rugby World Cups as well as broader consulting across the global World Rugby media rights ecosystem. 

IMG has worked with World Rugby for 30 years, most recently advising on World Rugby’s domestic media rights agreement with Nine Entertainment ahead of Rugby World Cups 2027 and 2029 in Australia, alongside securing major international deals, including the U.S. partnership with CBS Sports through to 2029.

The US is currently set to host both the men’s and women’s Rugby World Cups in 2031 and 2033 respectively. In the build up to these events, World Rugby is playing international fixtures in the US. 

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.” 

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 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.”

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.”