World Rugby make remarkable claim about the number of global rugby fans
Results of a World Rugby survey suggests the number of fans of the sport are enormous, and what’s more, that number is increasing.
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.”
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.
“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.”
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.
Comments on RugbyPass
“But with an exceptional pass accuracy rating “ Which apart from Roigard is not a feature of any of the other 9s in NZ. Kind of basic for a Black 9 dont.you. think? Yet we keep seeing FC and TJ being rated ahead of him? Weird if it’s seen as vital to get our backline beating in your face defences.
1 Go to commentsThanks BeeMc! Looks like many teams need extra time to settle from the quadrennial northern migration. I think generally the quality of the Rugby has held up. Fiji has been fantastic and fun to watch
13 Go to commentsLets compare apples with apples. Lyon sent weak team the week before, but nobody raised an eyebrow. Give the South African teams a few years to build their depth, then you will be moaning that the teams are too strong.
41 Go to commentsDid footballs agents also perform the scout role at some time? I’m surprised more high profile players haven’t taken up the occupation, great way to remain in the game and use all that experience without really requiring a lot of specific expertise?
1 Go to commentsSuper rugby is struggling but that has little to do with sabbaticals. 1. Too many teams from Aust and NZ - should be 3 and 4 respectively, add in 2 from Japan, 1 possibly 2 from Argentina. 2. Inconsistent and poor refereeing, admittedly not restricted to Super rugby. Only one team was reffed at the breakdown in Reds v H’Landers match. Scrum penalty awarded in Canes v Drua when No 8 had the ball in the open with little defence nearby - ideal opportunity to play advantage. Coming back to Reds match - same scrum situation but ref played advantage - Landers made 10 yards and were penalised at the breakdown when the ref should have returned to scrum penalty. 3. Marketing is weak and losing ground to AFL and NRL. Playing 2 days compared with 4. 4. Scheduling is unattractive to family attendance. Have any franchises heard of Sundays 2pm?
11 Go to commentsAbsolutely..all they need is a chance in yhe playoffs and I bet all the other teams will be nervous…THEY KNOW HOW TO WIN IM THE PLAYOFFS..
2 Go to commentsI really hope he comes back and helps out with some coaching.
1 Go to commentsI think we are all just hoping that the Olympic 7s doesn’t suffer the same sad fate as the last RWC with the officials ruining the spectacle.
1 Go to commentsPersonally, I’ve lost the will to even be bothered about the RFU, the structure, the participants. It’s all a sham. I now simply enjoy getting a group of friends together to go and watch a few games a year in different locations (including Europe, the championship, etc). I feel extremely sorry for the real fans of these clubs who are constantly ignored by the RFU and other administrators. I feel especially sorry for the fans of clubs in the Championship who have had considerable central funding stripped away and are then expected to just take whatever the RFU put to them. Its all a sham, especially if the failed clubs are allowed to return.
9 Go to commentsI’m guessing Carl Hayman would have preferred to have stayed in NZ with benefit of hindsight. Up north there is the expectation to play twice as many games with far less ‘player management’ protocols that Paul is now criticising. Less playing through concussions means longer, healthier, careers. Carter used as the eg here by Paul, his sabbatical allowed him to play until age 37. OK its not an exact science but there is far more expectations on players who sign for Top 14 or Engl Prem clubs to get value for the huge salaries. NZR get alot wrong but keeping their best players in NZ rugby is not one of them. SA clubs are virtually devoid of their top players now, no thanks. They cant threaten the big teams in the Champions Cup, the squads have little depth. Cant see Canes/Chiefs struggling. Super has been great this year, fantastic high skill matches. Drua a fantastic addition and Jaguares will add another quality team eventually. Aus teams performing strongly and no doubt will benefit with the incentive of a Lions tour and a home RWC. Let Jordie enjoy his time with Leinster, it will allow the opportunity for another player to emerge at Canes in his absence.
11 Go to commentsLove that man, his way to despise angry little men is so funny ! 😂
4 Go to comments“South African franchises would be powerhouses if we had all our overseas based players back in situ. We would have the same unbeatable aura the Toulouses, Leinsters or Saracens of this world have had over the last decade or so.” Proof that Jake white does not understand the economics of the game in SA. Players earning abroad are not going to simply come back and represent the bulls. But they might if they have a springbok contract.
22 Go to commentsA lot of fans just joined in for the fun of it! We all admire O'Gara and what he has done for La Rochelle
4 Go to commentsThe RFU will find a way to mess this up as usual. My bet is there will be no promotion into the the Premiership, only relegation into National League One. Hopefully they won’t parachute failed clubs into the league at the expense of clubs who have battled for promotion.
9 Go to commentsWell that’s the contracts for RG and Jordie bought and paid for. Now, what are the chances we can persuade Antoine to hop over with all the extra dosh we’ll have from living at the Aviva & Croke next season…??? 🤑🤑🤑
35 Go to commentsWow, that’s incredible. Great for rugby.
35 Go to commentsYou probably read that parling is going to coach the wallaby lineout but if not before now you have.
17 Go to commentsIf someone like Leo Cullen was in O’Gara’s place I don’t hear Boo-ing. It’s not just that La Rochelle has hurt Leinster and O’Gara is their Irish boss. It’s the needle that he brings and the pantomime activity before the game around pretending that Munster were supporting LaRochelle just because O’Gara is from Cork. That’s dividing Irish provinces just to get an advantage for his French Team. He can F*ck right off with that. BOOOOO! (but not while someone is lying injured)
4 Go to commentsDid the highlanders party too hard before the game? They were the pits.
1 Go to commentsWhat a player! Not long until he’s in the England side, surely?
5 Go to comments