Rugby is set to conquer America, and Ireland is at the forefront of this ambitious plan. But here's where it gets controversial: can the sport truly take root in a nation dominated by football, basketball, and baseball? World Rugby has unveiled its grand vision for the U.S., with the 2031 World Cup serving as the centerpiece. This weekend’s clash between Ireland and New Zealand at Soldier Field in Chicago was just a taste of what’s to come, but it’s the behind-the-scenes moves that are truly game-changing.
As the two rugby powerhouses prepared for their showdown, a pivotal summit, the ‘United by Rugby Summit,’ was unfolding nearby at the luxurious Chicago Athletic Association hotel. And this is the part most people miss: 27 U.S. cities have thrown their hats into the ring to host matches during the 2031 tournament. From Atlanta to Vancouver, the list is as diverse as it is impressive. World Rugby will trim this down to around 15 venues, ensuring a mix of stadium sizes to accommodate the 24-team event. The strategy? Pairing nations with cities boasting significant diaspora communities. Think Ireland in Chicago or Boston, Argentina in Miami, and New Zealand on the West Coast.
IRFU CEO Kevin Potts was among the key figures in Chicago, underscoring Ireland’s growing commitment to the U.S. market. This isn’t their first rodeo—Ireland faced New Zealand in Chicago in 2016 and Italy in 2018. A planned 2021 match against the U.S. in Las Vegas was scuttled by Covid, but this latest encounter with the All Blacks adds another chapter to the story. While yesterday’s game may have felt underwhelming to some fans, it was a financial windfall for both the IRFU and New Zealand Rugby. Potts confirmed that Ireland plans to play in the U.S. annually, though the exact timing in the calendar remains to be seen. Likely, these matches will precede World Rugby’s international windows, as was the case this weekend.
Soldier Field’s 61,841 sell-out crowd highlighted the potential, but questions linger. Will annual U.S. fixtures lose their novelty? Traveling to America isn’t cheap, even for a short trip. Potts assured that Ireland’s lucrative Six Nations home games won’t be moved stateside, unlike New Zealand, which is open to bringing Rugby Championship matches to American soil. Provincial Irish teams are also exploring U.S. opportunities, a move World Rugby CEO Alan Gilpin supports, though Test rugby remains the main draw.
World Rugby’s $250 million investment in American rugby ahead of the 2031 and 2033 Women’s World Cup is a bold statement. But here’s the kicker: where’s the focus on grassroots development? High-profile matches like this weekend’s are crucial, but the sport’s long-term success in the U.S. hinges on building from the ground up. This oversight could be the Achilles’ heel of an otherwise promising strategy.
Ireland and New Zealand are natural partners in this U.S. venture, with both nations having centralized control over their players. The All Blacks, in particular, have a vested interest—players reportedly receive a significant share of commercial revenue, making their engagement with sponsors and media during U.S. trips a no-brainer. New Zealand Rugby CEO Mark Robinson believes they’ve only scratched the surface of the U.S. market.
The IRFU is also doubling down on fan engagement. A group of 600 supporters paid to watch Ireland’s captain’s run at Soldier Field and meet the players, capped off by a lunch with coach Andy Farrell. With an estimated 40 million Irish-Americans in the U.S., the potential for growth is immense. However, the production quality of yesterday’s game left much to be desired, a stark contrast to Potts’ earlier remarks about learning from U.S. fan engagement.
As Ireland looks ahead to next year’s U.S. fixture, the hope is for a more thrilling on-field performance. But the bigger question remains: Can rugby truly capture the American imagination? What do you think? Is World Rugby’s strategy sustainable, or is it overlooking the grassroots foundation needed for long-term success? Share your thoughts below!
