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Ahead of this weekend’s first match of Rugby World Cup 2023 (RWC23), a new report published today by Mastercard and the University of Bath reveals how rugby is set to see a significant increase in global fan numbers by 2025. revealed.
The Future of Rugby report, written by sports scientists from the university’s School of Health Sciences, shows that rugby has a positive impact on societies around the world, and that rugby is a “force for good” through inclusion, health, education and fans. has identified the main ways in which it functions. Experience and sustainability.
Coinciding with the sport’s 200th anniversary, and in line with these themes, in this report researchers from the University of Bath examine rugby legends and Mastercard ambassadors Dan Carter, Sebastien Chabal and Maggie. -Features exclusive interviews with Alfonsi, Safi Ndiaye, Brian Habana, and Portia Woodman. In addition to Wickliffe, we feature many personal stories from innovators around the world who are doing amazing work to move the game forward.
Based on data from World Rugby and Nielsen, the number of rugby fans and admirers around the world is predicted to increase by 10% by 2025, with attendance expected to increase by 17% this World Cup year. For each social impact trend identified, the report suggests a focus on the future, guided by current examples that are currently driving change.
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- Inclusivity: The report predicts that by 2027, all top 10 rugby nations will hold national festivals and competitions focused on the inclusion of people with disabilities. Female participation levels are also at an all-time high, with a total of 2.7 million players participating worldwide, and a +28% increase in registered female players since 2017. Elsewhere, wheelchair rugby has also seen an increase in participation, with the sport now played in around 40 countries around the world since its inception less than 50 years ago.
- Health: Players’ Unions and rugby-based charities are leading efforts to destigmatize mental health through rugby, particularly among men, and as a means of promoting improved physical and mental health. I use sports. Rugby is starting to be seen as a safer sport than it was in 2021, with a 10% increase in fans in emerging markets who think rugby is now safer.
- Education: Around the world, rugby is being used as a force for good to drive better educational outcomes and empowerment, especially for young people. The report suggests more needs to be done to champion smaller projects that are already making a difference, such as Umrio in Brazil and VUSA Rugby Academy in South Africa.
- Fan experience: World Rugby’s commitment to growing the game’s global influence among fans has led to a 32% increase in interest in emerging rugby nations, with two-thirds finding rugby more exciting. Masu. The report lays out ideas for increasing the impact of games among fans, including through live in-stadium analysis, VR technology and the deployment of player holograms.
- Sustainability: Rugby can play a positive role in addressing climate change, and World Rugby was one of the first international federations to sign up to the United Nations Sport for Climate Framework of Action, and its own World Rugby We are setting an example by launching our Environmental Sustainability Plan 2030. The report predicts: By 2027, 50% of clubs participating in elite competitions around the world will have signed up to the United Nations Sport for Climate Action Framework, each pledging to take ambitious action.
To deliver on the five key areas identified to drive the growth of the game, Mastercard has assembled Future XV, a team of great people who will shape the future of the sport. Selected with the support of the University of Bath and international rugby stars, this pioneering team each represents the positive changes being made to the future growth of rugby, from grassroots to the professionals. , championing rugby at all levels in all countries. In the world.
Commenting on the report, lead author Professor Keith Stokes, Rugby Science Expert at the University of Bath, said: ‘This report and the Future XV team have worked hard to create positive change at all levels of the game. It reveals the extraordinary people and organizations who do what they do.
“As we celebrate 200 years of rugby, now is the time to celebrate these innovators and all that rugby has achieved, but it is also a time to build on this and move rugby forward for decades to come. It means rugby continues to innovate to attract more people, demonstrate the positive impact the sport has on society and take the lead on important issues. ”
“Guided by rugby’s core principles of unity and respect, we hope this report will act as a starting point to drive lasting and impactful change and, in turn, ensure that rugby remains a force for good for years to come. I hope it helps ensure that it continues to be that way.”
For more than a decade, Mr Stokes and his team at the University of Bath have been pioneering interventions to make the game safer for the millions of players who play sport every week. He was behind interventions such as ‘Crouch, Bind, Set’ in the scrum and ‘Activate’ which was later rolled out globally by World Rugby to reduce player injuries.
“This year we celebrate 200 years of rugby, and it’s an opportunity to look back, but more importantly, to look forward to what’s next for rugby,” said Mastercard Chief Marketing and Communications Officer Raja Rajamanar. It is also an opportunity to look ahead to the next 200 years.” As sponsors of programs such as the Men’s and Women’s Rugby World Cups and Women in Rugby, we have seen the incredible passion that rugby inspires among players and fans alike. Mastercard is proud to be part of and invest in this great sports heritage. For a bright future for rugby. ”
World Rugby CEO Alan Gilpin said: “This year, as we celebrate 200 years of rugby, we are drawing on the pioneering spirit of our beginnings to shape a bright future for our sport. “This is an important moment to reflect, challenge and leverage.” From inclusion and diversity to fostering a sense of community, rugby has the power to bring people together and create positive social change. ”
“This fascinating Mastercard ‘Future of Rugby’ report shows us that we have the passion and expertise to not just make this happen, but to continue to move forward to shape the game for the better and set a positive example. It proves that.”
For more information:
Report: www.bath.ac.uk/publications/the-future-of-rugby/