Rugby’s Future Strengthens Through Inclusive Growth and Global Engagement
Rugby Africa’s President Herbert Mensah emphasized the need for rugby to engage beyond its current fanbase during the opening weekend of the Nations Championship and the inaugural Nations Cup. He asserted that the sport must inspire new generations rather than rely on inherited passion. Mensah, who also serves on World Rugby’s Executive Board, highlighted that while rugby is a premier product, mere belief in its value is insufficient to fill stadiums or attract broadcasters.
The newly established structure of the Nations Championship and Nations Cup unites the top 12 rugby nations with an additional 12 World Cup-qualified teams, creating opportunities for meaningful competition. Over a 24-hour period, matches showcased the sport’s physicality, skill, and national pride, with notable results including Japan’s victory over Italy (27-10) and South Africa’s win against England (45-21).
Mensah noted that while the results are significant, the broader implications are even more critical. He pointed out that rugby must recognize its position within the larger sports business landscape, which includes media rights, partnerships, and audience engagement. The sport’s future depends on its ability to inspire lifelong supporters and attract newcomers.
Historically, rugby has relied heavily on the Rugby World Cup as its primary commercial driver every four years. Mensah questioned how the sport could generate revenue and maintain relevance in the interim. He stressed the importance of consistency and building anticipation, urging that fans should be engaged throughout the entire journey of the sport, not just during major events.
In October 2023, World Rugby approved a new global calendar structure following extensive debate and a closely contested Council vote. Despite some regions being advised against supporting the change, Mensah emphasized the importance of looking toward the future. He argued that Africa’s challenges lie not in talent but in the need for better structure, investment, and opportunities.
Zimbabwe’s performance against Tonga served as a beacon of hope for Mensah, showcasing the potential of African nations. However, he underscored that potential must be supported by robust systems, including improved competitions and welfare structures. The Nations Cup is crucial for Africa, providing emerging nations with meaningful competition and a clearer connection to the global rugby landscape.
As rugby prepares for the 2026 FIFA World Cup, it must learn from football’s ability to commercialize national pride and community. Mensah acknowledged that while football has its flaws, it excels in creating global moments that resonate with fans. Rugby should not mimic football blindly but should adopt its confidence in reaching broader audiences.
The success of women’s rugby illustrates the potential for growth when the sport is presented effectively. Mensah recounted his experience at the 2025 Women’s Rugby World Cup final, which set a record attendance for a women’s match, demonstrating the audience’s willingness to engage when events are properly promoted.
He commended World Rugby’s CEO Alan Gilpin and his team for their efforts in delivering a memorable opening weekend for the Nations Cup. Mensah called for a shift from mere entertainment to enterprise, urging stakeholders to better market the sport, build rivalries, and promote players. The real challenge lies in the courage to commercialize rugby effectively and reinvest the returns.
The future of rugby hinges not only on existing fans but also on those who have yet to discover the sport. It is essential to provide compelling reasons for new audiences to engage with rugby.
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Published on 2026-07-09 21:42:00 • By the Editorial Desk
