London, UK — World Rugby has brought together senior leaders from across the sport in London this week for its annual ‘Shape of the Game’ conference, a key platform aimed at strengthening rugby’s global reach, relevance and long-term sustainability.
The four-day forum forms an integral part of World Rugby’s new six-year strategic plan designed to unite rugby and communities through major events, targeted investment and coordinated leadership. The gathering includes the Executive Board along with five key committees Men’s and Women’s High Performance, Professional Game, Professional Leagues Advisory and Community Rugby ensuring alignment across all levels of the sport.
With rugby experiencing rapid global expansion and increasing professional demands, the conference seeks to establish a clear philosophy for success both on and off the field. Central to discussions is enhancing the overall “rugby experience” to attract new fans, strengthen engagement and unlock greater commercial opportunities.
The conference comes at a pivotal time as the sport builds momentum towards landmark global events, including the men’s and women’s Rugby World Cup tournaments in the United States in 2031 and 2033. Preparations are also underway for the launch of a new men’s Nations Championship and Cup competitions, alongside a revamped women’s WXV Global Series.
Key agenda items include expanding rugby’s global footprint, improving audience appeal, innovation in laws and match presentation, advancing player welfare standards, boosting grassroots participation, and ensuring sustainable growth in the women’s game.
Union and competition chief executives, player representatives, match officials, coaches, and experts in welfare, fan engagement and commercial development are collaborating to define practical commitments and actions aimed at positioning rugby for long-term success.
Outcomes from the Shape of the Game conference are expected to influence future policy decisions, law trials and strategic investments that will support unions, competitions and grassroots programmes worldwide, as rugby looks to strengthen its competitive edge and global impact in the years ahead.
