Emerging Markets Drive Global Rugby
Global participation in rugby has risen by 19% since the 2007 Rugby World Cup, thanks largely because of strong growth from emerging markets – according to research commissioned by MasterCard Worldwide.
MasterCard’s study, the Economic Impact Report on Global Rugby: Strategic and Emerging Markets, found that rugby is now the sport of choice for more than 5m men, women and children in over 117 countries.
The research is the third in a series that MasterCard has commissioned the Centre for the International Business of Sport (CIBS) to conduct on the economic impact of rugby globally and associated demographic trends, following reports on the Six Nations and Tri Nations released last year – this installment examines rugby in emerging markets and the development of the game in non-traditional areas.
Compared to 2007 figures, emerging nations are beginning to catch up on more traditional rugby territories such as Europe and Oceania, in terms of participants.
Growth in registered players of the sport has grown by 18% in Asia over the last three years, as well as 33% and 22% in Africa and South America respectively.
At the micro level, the study shows that while the top ten playing nations in terms of participation in 2008 were the traditional Six Nations and Tri Nations sides plus Argentina, this picture is changing, with Japan, Sri Lanka and the US all featuring in the top ten for 2010.
The 33% rise in Africa is largely driven by a surge of young recruits, with more than 80% of the continent’s players under 20 years old – with the report attributing the growth to the high profile of Sevens Rugby, and new development initiatives funded through the IRB’s Strategic Investment Programme.
Professor Simon Chadwick, director of the Centre for the International Business of Sport (CIBS) at Coventry University said: ‘Rugby is in a healthy state with participation now spreading through new territories and across demographics in emerging markets’.
‘While traditionally Rugby has been concentrated in relatively small pockets, it is widely accepted that the future strength and development of the sport is dependent on achieving a higher level of competitive balance between the developed and emerging rugby nations’.
IRB Chairman, Bernard Lapasset, added: ‘These are extremely exciting times for Rugby with strong growth and participation worldwide. This report, commissioned by MasterCard, underlines that growth is not just continuing, but is accelerating and is as prominent in emerging Rugby markets as traditional Rugby countries’.
