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World Rugby make remarkable claim about the number of global rugby fans

1 in 9 people on the planet follow rugby according to the survey

Results of a World Rugby survey suggests the number of fans of the sport are enormous, and what’s more, that number is increasing.

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According to the sports body: “Rugby has nearly 800 million followers globally, while more than 338 million considering themselves fans, with India, China and the USA alone constituting almost 33 per cent of the population, according to the largest-ever market research into fan trends and perceptions conducted by World Rugby.”

This translates as one in every nine people on the planet considering themselves ‘rugby followers’.

Published as the Rugby World Cup 2019 trophy tour visits India where there are 25.7 million fans of rugby, the research undertaken by Nielsen Sports paints a picture of “a vibrant, growing sport that is increasingly broadening its global appeal.”

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Rugby is experiencing strong global participation growth with 9.1 million men, women and children (registered and casual participants) regularly playing the game, with growth driven by emerging rugby markets of large populations.
The research, undertaken across 88 markets, reflects participation trends, with significant increases in rugby interest driven by emerging markets since rugby’s Olympic Games inclusion:

– 793 million people follow rugby globally, while 338 million consider themselves as fans – an increase of 24 per cent since 2013
– The fanbase in emerging markets (Brazil, China, India, Mexico and USA) has increased by more than 50 per cent since 2013
– Asia, North America, South America and Africa have the fastest-growing fan-bases with 112.5, 52.8, 38.2 and 32.7 million respectively
– Of the 338 million fans, China and USA have 33 million fans, India 25 million fans and France 20 million fans, while RWC 2019 hosts Japan are in the top 10 fan-grossing nations with 14 million

The statement goes on to say: “With the stars of sevens having shone brightly at Rugby World Cup Sevens 2018 in San Francisco where over 100,000 fans attended, the research also shows that emerging market fan growth has been driven by the impact and accessibility of the shorter form of the game, including rugby sevens, whose Olympic Games debut at Rio 2016 delivered 16.8 million new fans across six markets researched immediately after the Games.

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“Sevens is also a format that World Rugby successfully employs to convert new fans in the digital space, with its high-action, short, easy-to-understand, made for social media format resonating with younger casual sports fans in particular, generating record video views an engagement rates.”

According to the survey:

– The average age of a rugby fan is 36, this has fallen by two years since 2013, while the sport is increasingly attracting a younger audience in emerging rugby markets
– 36 per cent of rugby fans globally are women or girls. In emerging markets, the corresponding figure is 34 per cent
USA, China, India, Mexico, Brazil and Japan in top 10 fan nations
– Rugby Sevens interest has increased by 6 per cent since its Olympic Games debut at Rio 2016
– Across key emerging markets in Asia, North America, South America and Africa, 63 per cent of rugby fans became fans after being inspired by shorter forms of the game
– Participants highlight rugby’s values, fun and health benefits as major attractions to playing

The research reflects World Rugby’s strategic plan to ensure that the sport grows by attracting new audiences, whilst remaining relevant to existing fans by providing invaluable qualitative and quantitative data to shape fan-engagement strategies and benchmark performance via growth and perception trends.

World Rugby Chairman Bill Beaumont said: “World Rugby welcomes this study, which paints a picture of a sport that continues to attract new and younger fans globally. The information will aid our strategic decision-making, assisting World Rugby, our regions and unions in ensuring attractiveness of the game and shaping future fan-engagement programmes.”

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Speaking from India during the Rugby World Cup 2019 trophy tour, World Rugby Chief Executive Officer Brett Gosper added: “World Rugby is committed to ensuring a thriving, growing, inclusive game that is accessible to all and this research, which demonstrates significant fan-growth, reflects a sport that is effective in attracting a new, younger audience in non-traditional rugby nations, despite huge competition for eyeballs and attention.

“The research also demonstrates that rugby has significant growth potential in both traditional and non-traditional markets and is increasingly attracting a younger audience. We will use the insight to guide our decision-making and approach to growing fans and participants in rugby globally.”

The main motivators for sports fans who are not currently interested in rugby to become fans include making it an easier sport to understand and access to international matches. These are areas that World Rugby and its unions continually review and address through the federation’s Council and Executive Committee.

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J
JW 6 hours ago
Western Force and ACT Brumbies looking for signs of progress in Super Rugby Pacific

Yeah, that’s what I was referring to too. You know in that situation the kind of things that form your picture of NRL or A league etc disappear in the case of kiwi rugby supporters, where they believe they have that advantage over aus rugby.


I have to put my hand up here. While I can see the reasoning behind a much better Reds, and even though they were good enough to win against the top 3 last year, I still don’t see them climbing (places) like you’d expect (all fair and reasonable points aside I mean).


But yes, I asked that because I do find aussie rugby supporters unique in this example of pragmatism. Look, I still think the circumstances dictate that it is why there isn’t more support for rugby in aus (they would need to win more like anything), but it is a) the kind of outlook that made my try to think of the SR standings in a way unassociated to nationality, and b) something that should be captured somehow and adopted by everyone.


Because I have no doubt SR died because of nationalism. Here, like with your above example, all there were for years were complaints of how better kiwi teams weren’t getting a deserved finals ranking. Now while the whole topic is complicated to get right, to have it get to the point where one side almost wants to kill it off and drive the otherside away is just not healthy.


I honestly think there are really easy things to do that could resolve the problem (if aus rugby culture couldn’t be copied/spread lol) like having even just a few players in each others teams. SR’s getting by right now because aussies population is so big there are still enough core fans that can have your outlook (though that survey said nearly a third also support another country?), but everything changes, and if the shoe is on the other foot at some time in the future I’d imagine that problem would “remain“ just long enough that NZ wouldn’t be able to “get by”.


There are just so many sports like SR that don’t have a parity system and end up with this sort of predictability that must be hard to ignore and get excited about. That its not down to something simple like being the richest is irrelevant. Visiting Japan it was really interesting to see how they had become supporters of these particular top sides. What do Canadians think about the Stanley Cup going to teams out of Law Vegas and Florida?

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