No change to laws as rugby stakerholders focus turns to fan experience

Global rugby leaders have agreed there will be no immediate changes to the laws of the game, as the sport’s attention shifts towards overall fan experience, among other things.

The commitment was made during World Rugby’s annual Shape of the Game week, which brought together senior figures from across the sport. Union and competition chief executives, players, coaches, referees and commercial and fan engagement specialists were among those involved in discussions aimed at strengthening the sport’s global product.

A World Rugby statement reads: “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.”

Among the key outcomes was universal agreement that no changes to the laws are currently required. Attendees endorsed the four global law trials already in operation, which will go before council in June for consideration of full adoption.

There was also a shared commitment to better explain, market and celebrate the sport across broadcast, digital and social platforms. Building recognisable stars and maximising the value of in-game moments were identified as central to increasing collective value.

Greater alignment of laws and refereeing directives across elite competitions was highlighted as a priority, with the aim of improving consistency and fan understanding. While some closed law trials may continue, there will be an evaluation of the optimal scope and use of technology, including the Television Match Official.

Regarding the women’s game, the statement says: “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.”