The international rugby community has long indicated a desire to tap into the riches of the U.S. marketGETTY IMAGES
The CEO of England’s Premiership Rugby believes the sport is ripe to follow the same growth path that has seen the EPL flourish in popularity in the U.S. Mark McCafferty cites the work of several key partners -- including NBC, AEG and Illinois-based insurer Gallagher, the title sponsor for Premiership Rugby -- in playing a pivotal role to expand the game’s base in America. “We have had a good forerunner with Premier League football in the U.S.,” said McCafferty. “It is a much bigger sport, but it also started off at a modest state, and interestingly started off with NBC support and backing.” He added, “We are not unrealistic about what the current profile of rugby is in the U.S. against some very big 800-pound gorillas in terms of the U.S. domestic sports. Having more of the top-flight rugby on NBC is crucial to concentrating the audience we have and then building on it.”
TAPPING INTO U.S. MARKET: The international rugby community has indicated a desire to tap into the riches of the U.S. market. Numerous international matches have taken place in the U.S., including S.F. hosting the Rugby World Cup Sevens last summer. Interest in rugby is also being lifted by Premiership Rugby hosting live games in the country, though McCafferty admits these matches, which have been marred by low attendances at MLS stadiums, do present logistical challenges. Despite that, he believes it is possible that one Premiership Rugby game per season could be played in the U.S. moving forward: “We have to line up all the broadcasting aspects of that. We also have to try and ensure that we can get the teams out there and back again without causing excessive disruption.”
PARTNERS WANT TO STICK AROUND: McCafferty believes that Gallagher and NBC are committed to supporting rugby for the long haul and believes they will renew their existing deals. Gallagher signed a four-year deal in '18, while NBC is tied up with Premiership Rugby through '22.
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