Rugby World Cup 2027: England Rugby has unveiled a new four-year strategy that sets out how the game plans to grow. And evolve between now and the end of the decade. Called Plan 2030: More than a Game, the blueprint focuses on increasing participation and improving performance at every level. Attracting more fans and ensuring the sport is funded sustainably across England.
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A central aim of the plan is to bring more people into rugby. England Rugby wants to add 50,000 new registered players, taking the total from around 290,000 to well over 340,000. To achieve this, there will be a strong emphasis on schools and colleges. Where early engagement is seen as key to building long-term involvement.
The strategy also promotes age-appropriate formats such as T1 Rugby. Which are designed to be more accessible and inclusive, particularly for younger players or those new to the sport. Reducing drop-out rates. Especially during transition periods, like moving from school to club rugby, is another major priority.
At the elite end of the game, England Rugby has restated its ambition to regularly compete for and win major senior international titles. This will involve better alignment across the professional game, along with increased investment in coaching, player development pathways and welfare systems.
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Rugby World Cup: £500m Investment in English Rugby
The goal is to create a more connected structure that supports players from grassroots through to the international stage. While also protecting their health and well-being. Growing the fanbase is another key pillar of the strategy.
England Rugby aims to attract an additional 500,000 engaged supporters, building on an existing audience of around 5.2 million. This growth is expected to come through better matchday experiences, more compelling storytelling around the game and its players.
And a stronger digital presence. By improving how fans connect with rugby both inside and outside stadiums. The organisation hopes to make the sport more relevant and appealing to a broader audience, particularly younger generations.
Financial sustainability underpins the entire plan. England Rugby has committed to reinvesting £500 million back into the game by 2030. This funding will support everything from grassroots clubs and community programmes to the elite game. While also maximising long-term returns from Allianz Stadium.
The aim is to ensure rugby is not only growing, but doing so in a way that is financially secure for the future. Chief Executive Officer Bill Sweeney said the strategy reflects both progress made and challenges ahead. He noted that while rugby in England has moved forward in recent years, the landscape is becoming increasingly competitive and complex.
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Rugby World Cup Final: Building on Strengths, Facing the Challenges
According to Sweeney, the new plan builds on existing strengths while being honest about areas that need improvement. Providing a clear direction for the next phase of development. Sweeney explained that the four core goals of the strategy, Play, Perform, Follow, and Fund, are designed to cover the entire rugby ecosystem.
From encouraging more young people to take part, to supporting clubs and volunteers. Winning at the highest level and investing responsibly, the plan is intended to be joined-up and long-term. He stressed that while the ambitions are high, the organisation is also realistic about the need to modernise how it operates.
Stay relevant to younger audiences and continue leading the way in player welfare and safety. Above all, he emphasised the importance of working together with the wider rugby community to shape the future of the sport.
Away from strategy, England captain Maro Itoje has been receiving strong support from teammates following the death of his mother. Itoje missed a Six Nations launch event in Edinburgh earlier this week as he travelled to Nigeria to attend her funeral.
His club and country teammate Jamie George spoke movingly about the situation, drawing on his own experience after losing his mother during the 2024 Six Nations. George described the news as heartbreaking and said he understood the emotional toll all too well.
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