London, UK — World Rugby has convened senior figures from across the global rugby community for its annual ‘Shape of the Game’ conference, a strategic forum aimed at strengthening the sport’s global footprint and long-term sustainability.
Held in London, the multi-day summit brings together members of the Executive Board along with representatives from the Men’s and Women’s High Performance, Professional Game, Professional Leagues Advisory and Community Rugby committees. The objective is to align leadership across all tiers of the sport as rugby navigates rapid global growth and evolving professional demands.
Central to discussions is enhancing the overall rugby experience to expand audience reach, deepen fan engagement and unlock new commercial opportunities. The conference also aims to establish a unified vision that balances elite performance with grassroots participation, ensuring the sport remains competitive and accessible worldwide.
The gathering comes at a crucial period for international rugby, with preparations underway for the men’s and women’s Rugby World Cup tournaments in Australia and the United States over the next decade. A new men’s Nations Championship and Cup competitions are set to launch this year, while the women’s WXV Global Series is being reimagined to further elevate the women’s game.
Key focus areas during the conference include expanding rugby’s global presence, improving the sport’s broadcast and in-stadium presentation, driving innovation within the laws of the game, advancing player welfare standards, and fostering sustainable development pathways for women’s rugby and community participation.
Executives from unions and competitions, player representatives, match officials, coaches and industry experts are collaborating to outline actionable commitments that will influence future policy decisions, law trials and strategic investments.
The outcomes of the Shape of the Game conference are expected to play a significant role in guiding rugby’s next phase of growth, reinforcing its relevance in a rapidly changing global sports landscape while supporting unions, leagues and grassroots programmes worldwide.