Global rugby leaders at annual Shape of the Game week agree to focus on fan experience and value creation within current laws environment

Global rugby leaders attending World Rugby’s annual Shape of the Game week have committed to driving greater alignment in law and officiating application across competitions, while increasing focus on making the sport clearer and simpler for fans and players alike, and generating greater value, together.

Global rugby leaders attending World Rugby’s annual Shape of the Game week have committed to driving greater alignment in law and officiating application across competitions, while increasing focus on making the sport clearer and simpler for fans and players alike, and generating greater value, together.

The clear feedback from stakeholders, including union and competition chief executives, players, coaches, referees, commercial and fan experts, is that the on-field product is in a strong, positive place. The focus should therefore be on enhancements and advancements to unlock the full fan and commercial potential of the sport – through the way the sport is presented, elevation of its personalities and fan experience.

With rugby entering an exciting era of new international competitions on the road to men’s and women’s Rugby World Cups in the US in 2031 and 2033 respectively, Shape of the Game is integral to World Rugby’s new strategic plan, directly linked to the financial health of the sport, aligning the global game behind a clear, shared philosophy for the future of the game.

The Shape of the Game forum brings together the World Rugby Executive Board and its Men’s and Women’s High Performance, Professional Game, Professional Leagues Advisory and Community Rugby committees to consider the optimum laws, officiating and fan experience philosophy.

Key themes included enhancing the presentation and flow of the game, deepening connections between players and fans, maximising the value of in-game moments, strengthening education and clarity around the laws, and keeping player welfare central at every level.

Key themes:

No changes to laws: There was universal agreement that the on-field game is in a strong position across global and international competitions. Attendees also endorsed the four global trials currently in operation, ahead of Council consideration in June on their adoption into full law.

Celebrating the sport: A shared commitment to better explain, market and celebrate the game across broadcast, digital and social media – building stars and generating greater collective value.

Closer alignment of laws and refereeing across competitions: A focus on aligning laws and referee directives across elite competitions to improve fan understanding, while recognising the need for some closed law trials. This includes evaluating the optimal scope and use of technology for the Television Match Official.

Women’s game: The women’s game is experiencing an exciting period of growth, with performance investment and player salaries rising in recognition of the value and talent within the sport. World Rugby and unions are committed to building on this progress in a way that is both ambitious and sustainable; By unlocking new value together, we will make strategic, impactful investments that strengthen the foundations of the game and enable its continued expansion.

World Rugby Chair Brett Robinson said: “The feedback from around the world is that the game on the field is broadly in a positive place. The message this week is to focus on better explaining, selling and celebrating our sport in what is an ever more competitive environment.

“Our heritage and our values are strengths, and so too is our capacity to innovate. By continuing to enhance the rugby experience – how we present the game, how we tell our stories, how we connect with fans and how we protect our players – we will futureproof the sport and unlock even greater global relevance and value.”