World Rugby eyes Six Nations match in the United States
World Rugby has opened talks over staging a Six Nations match in the United States as part of an ambitious £200million expansion plan, reports BritPanorama.
The governing body is optimistic that Saturday’s sold-out clash between South Africa and New Zealand in Baltimore could demonstrate the substantial commercial potential of moving major international fixtures across the Atlantic. More than 71,000 spectators are expected at M&T Bank Stadium, the home of NFL side the Baltimore Ravens, with the average ticket costing over $200 (£148).
The match is forecast to generate revenue comparable to a Six Nations fixture, while South Africa and New Zealand could each reap approximately £5m more than if the match had been staged in South Africa. This financial outlook is central to World Rugby’s ambitions, as it seeks to gauge interest in future events in the US.
World Rugby provided marketing and other support to facilitate the match in Baltimore, and may offer similar incentives to any Six Nations union willing to surrender home advantage. However, any decision would require approval from the Six Nations committee, broadcasters, and both participating countries.
Alan Gilpin, World Rugby’s chief executive, views the financial success of the Baltimore fixture as evidence that commercial returns no longer pose an obstacle. “In terms of the match-day economics, South Africa vs New Zealand is like a Six Nations match,” he stated, indicating that the conditions for future events in the US may be more viable than previously thought.
Gilpin highlighted Ireland against Italy as a potential fixture that could attract large crowds in cities such as Boston or New York, due to substantial Irish and Italian communities in America. However, he clarified that there are currently no formal discussions regarding moving that match.
Despite the enthusiasm for expanding the Six Nations brand into the US, such a move would likely face backlash from supporters in Europe who would miss the opportunity to watch their national teams play at home. Additionally, player welfare remains a significant concern. The Six Nations calendar provides only one fallow weekend, and coaches may oppose the demands of a transatlantic trip during the tournament.
Ireland has already expressed intentions to stage an annual Test in America leading up to the 2031 Rugby World Cup. Their match against New Zealand in 2025 marks their third appearance in Chicago since their historic victory over the All Blacks in 2016.
World Rugby aims to solidify a significant presence in America ahead of the men’s World Cup in 2031 and the women’s competition two years later. A total of 25 cities and 29 stadiums have submitted expressions of interest in hosting matches, with a shortlist of 15 cities expected to be announced next year.
The prospects of a Six Nations match in the US hint at a broader strategy for sports’ global appeal, where traditions are being reshaped and new markets explored. It’s an exciting time for rugby, and while the implementation of such changes may be complex, the signs indicate an eagerness to embrace a new frontier.
