The billion-dollar rugby market: experiential marketing and B2B strategy

When we think about the giants of the sports market in Brazil, soccer dominates the consumer's mind and advertising investments almost absolutely. However, outside the mainstream bubble, there is a global giant that is establishing itself as one of the most qualified, profitable, and strategic platforms for the corporate and networking: Rugby.

Globally, the Rugby World Cup is the third largest sporting event on the planet, ranking just behind football and the Olympics. For executives, brand managers, and marketing professionals, the structuring of this sport offers profound lessons on community management, monetization of qualified niches, and the transition to highly scalable business models.

In a dynamic ecosystem, we thoroughly analyzed the commercial engineering behind Rugby in the world and in Brazil, based on insights shared by Beukes Cremer, Commercial Director of the Brazilian Rugby Company.

The global scenario: a market expanding violently

To understand the commercial impact of rugby, it's necessary to look at international figures. While the Brazilian public massively consumes leagues like the NBA and the Champions League, rugby reaches staggering levels of audience and revenue in established markets.

• Media dominance: In France, reports indicate that the media impact of rugby, at certain times, can surpass that of football itself.
• Innovative corporate models: In Japan, the sport has developed under a strictly business-oriented logic. Unlike the traditional model of clubs tied to cities, the corporations themselves create, finance, and maintain the rugby teams, covering substantial payrolls.
• Avenues of growth: the global market is experiencing accelerated expansion. Australia will host the World Cup in 2027 (Men's) and 2029 (Women's). Following that, the strategic focus will shift entirely to the United States, which will host the 2031 and 2035 editions, generating billions of dollars in broadcasting rights and sponsorships.

In South America, the landscape has changed dramatically in the last decade. Nations like Chile and Uruguay have already secured their places in World Cups, proving that the region possesses both technical and commercial traction.

The challenge of structuring and funding in the Brazilian market

Brazil faces a natural geographical and demographic challenge: managing and expanding a sport in a territory with over 220 million inhabitants. Countries with a strong sporting tradition, such as New Zealand (5 million inhabitants) or Ireland (approximately 11 million), have greater ease of institutional focus due to the smaller size of their populations and territories.

To mitigate this barrier, the Brazilian Rugby Confederation designed a robust institutional architecture:

Currently, the country has between 8,000 and 10,000 active practitioners, ranging from amateur athletes and children to enthusiasts of the sport. The biggest obstacle to accelerating national expansion is not the lack of space or public interest, but rather funding (structured financing).

The basic strategy: entry through schools

To break through the stereotype and combat the prejudice that rugby is an excessively violent sport, the commercial and marketing strategy focuses on the educational foundation. Partnerships with major educational institutions, such as SESI, and integration into private British schools (such as BCB and St. Paul's) have been fundamental pillars.

In these environments, adapted and playful formats are used, such as Touch and Tag Rugby, which remove heavy physical impact and teach the dynamics of "throwing the ball back and creating space".

Niche marketing and engagement: the "Rugby Fit" case study

One of the greatest business lessons from rugby management is the development of parallel products to attract new audiences. It was under this premise that Rugby Fit, a physical preparation methodology based on the sport's training.

Rugby Fit translates the dynamics of body types in the sport for the general public. In high-performance rugby, players are divided in an extremely democratic way:

• Backs (positions 9 to 15): lighter and faster athletes, whose training requires intense focus on cardiovascular capacity and agility.
• The Forwards (positions 1 to 8): heavier and denser athletes (reaching over 120kg or 130kg), with a total focus on brute strength and power.

By transforming this functional division into a playful model of physical conditioning, the product achieved an impressive commercial statistic: 98% of the audience has no prior experience with traditional sports. Rugby Fit functions as a highly efficient indirect marketing tool, generating awareness and attracting new consumers to the sports bubble.

The B2B world and experiential marketing: the event at Pacaembu

High-performing companies have understood that modern sports sponsorship is not just about displaying a logo on a shirt; it's about creating relationships, brand intimacy, and high-value B2B connections.

From this perspective, the Confederation confirmed the holding of a major international event planned for August 29th at the Pacaembu Stadium, featuring the Classics , a team of legendary former All Blacks.

The project was entirely designed under the concept of experiential marketing to attract top corporate directors and decision-makers. The event schedule was structured as a complete, full-day entertainment and networking platform.

Strategic schedule of the event (August 29 – Pacaembu)

Alongside the matches, the commercial strategy involves exclusive activations such as golf tournaments, gala dinners, meetings & greets with historic athletes, corporate clinics, and discussion forums (summits). This approach attracts brands seeking to associate themselves with a highly qualified community, where the average ticket price and level of corporate loyalty surpass traditional mass markets.

Corporate values ​​rooted in the field

More than just a business tool, rugby attracts top business leaders because of its cultural alignment with the values ​​of the corporate ecosystem (ESG, social well-being, and governance):

1. Absolute respect for leadership: in rugby, only the team captain is legally permitted to address the referee. Any protest or indiscipline from other staff members results in severe punishment or immediate expulsion. Respect for on-field governance is non-negotiable.
2. The collective above ego: the field culture dictates that if a professional suffers a minor injury (such as a broken nose or bleeding), they fight to stay and deliver results, knowing that the rules for replacement are restrictive. When they ask to leave, they do so altruistically, understanding that the replacement will deliver better performance for the success of the organization.

Conclusion: an untapped opportunity for brands

Rugby is establishing itself as a unique platform for brands that want to stand out from the crowd and build genuine connections with decision-makers. In a market saturated with volatile digital media, the experiential marketing and camaraderie offered by the sport generate long-term value and solid commercial loyalty.

Want to understand all the operational details of how the sport generates revenue globally and see behind the scenes of the All Blacks Classics coming to Brazil?

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Written by Skyone