World Rugby Unveils Plan to Enhance Rugby Experience and Grow Audience Share
In an effort to attract a wider and younger audience, World Rugby has announced a comprehensive plan to reimagine the entertainment factor of the sport over the next decade. The Shape of the Game forum, held earlier this month, resulted in an action plan to explore ways to enhance the rugby experience and increase relevance and accessibility among fans.
The plan involves a five-phase approach that focuses on improving ball flow, reducing stoppages, and increasing welfare outcomes. The first phase includes the implementation of Law Application Guidelines that will speed up play, with referees expected to apply stricter rules globally starting from 19 March. The second phase will consider law amendments aimed at enhancing game continuity, while the third phase will see unions and competition owners implementing closed law trials for the same purpose.
Specialist working groups will be established in the fourth phase to delve into specific aspects identified by the forum, such as disciplinary processes, tackle height, and fan experience. The fifth phase will utilize Rugby Labs to test new aspects of the law in a controlled environment, with evaluations based on data and player feedback.
World Rugby Chairman Sir Bill Beaumont expressed the organization’s commitment to making rugby more exciting for the next generation of fans and players on a global scale. The plan was developed through collaboration with representatives from international competition, professional clubs, coaches, players, match officials, unions, and fan-engagement experts during the Shape of the Game forum.
The World Rugby Council is set to consider a package of recommendations from the forum at its meeting on 9 May, with measures to be introduced in accordance with defined moratorium windows. Fans can expect to see a more dynamic and fan-friendly version of rugby in the coming years as the sport continues to evolve and adapt to the changing landscape of entertainment.
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