Maher Drives US Rugby Growth, World Rugby Looks to Expand

Ilona Maher, the most-followed player in rugby and a recent ESPY award winner, is central to World Rugby's strategy for expanding the sport's profile in the United States, as the country prepares to host the 2031 and 2033 men's and women's World Cups.

World Rugby Chief Executive Alan Gilpin views Maher as a critical figure in elevating rugby to a mainstream sport in the US, leveraging her significant social media presence and individual star power.

Maher's Impact and US Fan Engagement

Maher's influence was evident at a recent USA Women's Rugby World Cup send-off match in Washington, D.C., where a record crowd for a women's international in the US gathered at Audi Field. Many attendees came to see Maher play, according to Rugby World, despite the team ranking tenth globally.

Her star appeal was further highlighted just three days prior when she won an ESPY award for Best Breakthrough Athlete, an achievement she shared with her eight million social media followers. After the match, thousands of fans reportedly stayed to meet Maher, who posed for selfies and interacted with the crowd, with Gilpin observing her popularity firsthand.

World Rugby's Vision for US Growth

Gilpin recalled first noticing Maher during the Tokyo Olympics in 2021 when a colleague pointed out an "American sevens girl" creating engaging content on TikTok. He admitted he did not know her then but now recognizes her as "the biggest driver of brand rugby in the US." This individual marketability is crucial in a nation where star athletes often dictate sports appeal.

Nine months after those Olympics, the US was awarded the hosting rights for both the men's and women's Rugby World Cups in 2031 and 2033. This decision came with an ambitious goal to establish rugby as a mainstream sport in the country, aiming for over 500,000 registered players and strong integration into college and high school sports programs.

The governing body projects this expansion could generate an economic opportunity of $80 billion for rugby in the US over the next two decades. Gilpin asserts that rugby is "very much alive and kicking" in the US, citing an estimated 55 million fans, 800,000 players, and more than 3,100 registered clubs.

Broader Rugby Developments

This focus on US growth occurs as the broader rugby world sees other significant developments. For instance, the BBC reported that England's rugby team was in Johannesburg for a Nations Championship opener against South Africa. They were joined by newly knighted Sir Kevin Sinfield, now a knight, who discussed his continuing efforts to raise awareness for Motor Neurone Disease (MND).

Sinfield also reportedly commented on how the England team was approaching the unique challenges of playing at Ellis Park, often called the spiritual home of Springbok rugby. These concurrent events underscore a dynamic period for the sport globally, balancing traditional strongholds with new market expansion efforts.