World Rugby launches new approach to global licensing program

Jul 18, 2016

"363x277World_Rugby_Logo_f774683e271eea5cee849e727ecd5c06"World Rugby, an international federation dedicated to growing rugby globally, has announced details of a new universal approach to its licensing program as it launches a request for proposal (RFP).

The expanded approach will include for the first time all its major properties and brands, including Rugby World Cup and men’s and women’s HSBC World Rugby Sevens Series properties. Rugby World Cup’s licensing program has been a major success, according to World Rugby, but with rugby sevens’ Olympic Games inclusion and Rugby World Cup 2019 in Japan opening new markets for the sport, the time has come to expand its approach to capitalize on increased demand.

Rugby World Cup 2019 elements will continue to be supervised by licensing agency IMG.

All licensing activities across all competitions and assets will be grouped under one master licensee, with certain exceptions. This master licensee will provide minimum guarantees, in addition to advice, guidance and management of World Rugby’s licensing activities. While Rugby World Cup remains a major revenue driver, a key objective is to nurture new revenue streams and visibility of other World Rugby events and assets, according to the organization. —M.Q.