The decision was made. Unanimous. The World Rugby Council cast its vote and the United States became the chosen ground for rugby’s pinnacle events: the Men’s Rugby World Cup in 2031, followed by the Women’s in 2033. This wasn’t just another tournament bid. It was a statement. The first time the Men’s World Cup touches North or South American soil. A new era, they called it. But like any high-stakes play, it carries both immense promise and inherent risk.

The Bet: Why America?

World Rugby sees a goldmine. The U.S. is the world’s largest sports market. Forty-five million people already show interest in rugby, a demographic that could swell to become the sport’s largest global fanbase. The numbers are already moving. USA Rugby reported a 15% increase in membership revenue and a 30% jump in actual members from the 2020-2021 season to 2021-2022. Rugby, they say, is one of the fastest-growing sports in the nation.

To fuel this growth, World Rugby isn’t just handing over the keys. They’re investing. Between $250 million and $270 million is earmarked over the next five years to build the U.S. rugby ecosystem. This isn’t just for the big games. It’s for community rugby, fan engagement, women’s rugby development, and ensuring high-caliber matches are brought to key markets. World Rugby CEO Alan Gilpin called it a commitment to “igniting a movement”. USA Rugby, having emerged from bankruptcy in August 2020, now operates with a guaranteed minimum of $1.5 million annually through a commercial rights agreement with World Rugby Events DAC until December 2033. This provides financial stability that was once a luxury.

The women’s game, in particular, is a key driver. USA Rugby CEO Bill Goren sees it as the “greatest opportunity for growth”. The data supports it. A new report by World Rugby found that increasing women and girls’ participation would add an additional $2.8 billion in value globally, building on the $2 billion currently contributed by women’s rugby. An individual female player is valued, on average, at $3,132 compared to $1,900 for males, with girls reporting a 16% higher confidence increase from playing rugby than inactive peers.

Then there’s the star power. Ilona Maher, with nearly 9 million social media followers, is not just the most followed rugby player on the planet; she’s a magnet. She pulls people to the game. Her presence alone has been part of setting five attendance records in the past year, with over 40,000 tickets sold for the opener against England. A recent double-header in D.C. saw a women’s game featuring Maher against Fiji draw a U.S. record attendance of 15,198 fans. Even CBS opted to show the women’s match on national television in an earlier slot, recognizing the “excitement”.

The infrastructure is also a factor. The U.S. boasts NFL-caliber stadiums and an unparalleled capacity for coordinating large-scale events. Cities from Atlanta to San Francisco are already lining up to host matches. The target? To match, or even surpass, the impact of the 1994 FIFA World Cup in the U.S. that launched Major League Soccer. World Rugby wants to see 450,000 USA Rugby members by 2031.

The Catch: Hurdles Remain

The path isn’t clear. Cracks are showing in the domestic professional scene. Major League Rugby (MLR) has seen clubs fold. San Diego Legion and RFC L.A. merged, while NOLA Gold and Miami Sharks withdrew from the 2026 season. The league will shrink to just eight teams, its lowest since its second season. MLR CEO Nic Benson remains bullish, but the truth is, the league is scrambling to lower operational expenses and boost revenues. The disparate nature of rugby in the U.S. is a persistent problem, noted by World Rugby CEO Alan Gilpin himself.

There are concerns about USA Rugby’s financial history. While recent audits show progress, with the going concern qualification removed for 2022, a past bankruptcy looms. Questions remain about how World Rugby’s substantial investment will be appropriated, given what one commentator called an abysmal record in the past.

The grassroots, the foundation of any sport, feels neglected. “Lethargic, stymied, and one-sided,” is how Carille Guthrie, president of a non-profit promoting rugby among underrepresented communities, described the growth. Resources, equipment, and trained educators are desperately needed in elementary and middle schools to introduce the game to future stars.

Even the stadiums pose a challenge. While plentiful, many NFL venues need adjustments: natural grass fields, independent medical facilities, and precise dimensions for rugby. And the Rugby World Cups will occupy the traditional September-October window, putting them directly in conflict with the behemoth of American football. “No chance of moving the window,” Gilpin stated, but discussions with the NFL about scheduling are ongoing.

Why Only the U.S.? A Global Strategy

The question isn’t so much why only the U.S.? but why the U.S. now? World Rugby’s decision reflects a strategic pivot. They are actively seeking new ways to ensure the sport’s potential translates into impactful outcomes. The focus on the U.S. is part of a broader plan to expand the game globally, with the understanding that a thriving market in the U.S. can uplift the sport worldwide. This isn’t about exclusivity; it’s about maximizing a unique opportunity.

World Rugby isn’t blind to other global developments. There are rumors of Super Rugby expanding to Hawaii or the West Coast, Super Rugby Americas is thriving, and the United Rugby Championship eyes U.S. soil. Even a new, privately funded R360 project aims to disrupt the global rugby landscape with an eight-team league targeting profitability by 2027. Gilpin’s stance is pragmatic: “More rugby is good.” He believes these other ventures will only help drive awareness for the sport. However, critics warn against short-sighted moves that could undermine nascent leagues like MLR in favor of immediate returns from other competitions, potentially limiting credible professional pathways in the U.S. long-term.

The investment in the U.S. is a long game. It’s a lesson learned from Japan’s successful 2019 World Cup, where more lead-up investment could have amplified long-term interest. World Rugby wants to use this decade to foster greater broadcast deals and create credible pathways to professional rugby in the U.S.

The American rugby journey has begun. The 2031 and 2033 World Cups are a massive opportunity, a chance to fulfill a long-held vision. But the work ahead is immense. Success won’t come from the big events alone, but from the painstaking effort to embed rugby deep into the American sporting consciousness, from playgrounds to professional pitches. It’s a gamble, but the stakes are too high for World Rugby to fold.