Rugby is at a pivotal moment, with 2025 shaping up to be the most commercially significant year in the sport’s history. From major tournaments to the rise of digital engagement through podcasting, rugby is experiencing a surge in both fan engagement and financial investment.
Key Events Defining Rugby’s Future
- Guinness Men’s Six Nations – One of the most competitive editions in history.
- Guinness Women’s Six Nations – Gaining momentum ahead of the historic Women’s Rugby World Cup.
- British and Irish Lions Tour to Australia – Expected to drive record-breaking engagement.
- Women’s Rugby World Cup 2025 in England – Already a massive success with pre-sale ticket records shattered.
Debunking the Myth: Is Rugby Really Dying?
While some argue that rugby is losing its appeal, recent trends suggest otherwise. Attendance figures, TV viewership, and digital consumption tell a different story. The key driver? Podcasting.
The Role of Podcasting in Rugby’s Growth
Podcasting is redefining how rugby reaches new and younger audiences. One standout example is For The Love Of Rugby (FTLOR), hosted by England’s most-capped players, Ben Youngs and Dan Cole. This show is on track to generate over £1 million in annual revenue, proving that rugby content still commands massive engagement.
How Podcasting Boosts Rugby’s Popularity
- Increasing Accessibility – Fans can engage with rugby content anytime, anywhere.
- Appealing to Younger Audiences – 61% of FTLOR listeners are aged 18-34, and 83% are under 44.
- Driving Social Media Growth – Viral content and interactive formats increase rugby’s reach.
Women’s Rugby: Breaking Records and Expanding Horizons
The rise of women’s rugby has been phenomenal, with record-breaking ticket sales and growing social media influence.
Key Highlights:
- The 2025 Women’s Rugby World Cup sold 220,000 tickets before the year even began.
- World Rugby received ticket applications from 72 countries, showcasing the sport’s global appeal.
- Ilona Maher, an Olympic bronze medalist, became rugby’s first viral superstar, driving attendance for Bristol Bears and increasing FTLOR’s social media reach.
- Equal numbers of men and women are buying tickets, making it the most inclusive Women’s Rugby World Cup in history.
Challenges Facing Grassroots Rugby
Despite its digital and commercial success, rugby is struggling at the grassroots level. The Rugby Football Union (RFU) has reported declining participation among young people, particularly in traditional rugby-playing schools.
Reasons for the Decline:
- Concerns Over Head Injuries – Parents worry about safety risks.
- Complexity of the Game – Perceived as difficult to introduce to children.
- Stereotypes – Rugby is often seen as a sport for “posh white boys,” limiting its appeal.
- Competition from Football & Gaming – The Premier League and video games dominate youth interests.
Can Podcasting Save Rugby’s Future?
While participation at the grassroots level is declining, younger audiences are increasingly engaging with rugby content through podcasts and digital platforms.
Podcasting’s Impact on Rugby’s Future:
- Brings New Fans into the Sport – Listening to podcasts provides an easy entry point for newcomers.
- Creates Community Engagement – Live podcast events, such as FTLOR’s gathering at BrewDog Waterloo, are fostering new rugby fan communities.
- Inspires Brand Investment – Advertisers and sponsors are targeting engaged rugby listeners, fueling the sport’s financial ecosystem.
Why Brands Should Pay Attention to Rugby Podcasts
Podcast audiences are highly engaged, making them an attractive target for brands looking to connect with rugby fans.
Why Brands Should Invest in Rugby Podcasts:
- Young, Engaged Demographic – Majority of listeners are under 44, a key marketing segment.
- High Conversion Potential – Fans trust podcast hosts and are likely to engage with sponsors.
- Multi-Platform Reach – Content spreads across YouTube, Instagram, and TikTok, amplifying exposure.
Final Thoughts: The Bright Future of Rugby in 2025
Rugby is far from dying—it’s evolving. While traditional participation may be facing challenges, digital engagement and podcasting are ensuring the sport’s continued growth. With record-breaking tournaments, new audiences, and commercial success, 2025 is set to be a defining year for rugby.
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