World Rugby’s Shape of the Game Forum 2024 held in London has made recommendations to reimagine rugby’s growth within “an increasingly competitive global sports and entertainment market” and ways the laws and engagement can in their opinion be improved upon.
The World Rugby Shape of the Game forum allows major stakeholders to consider the future of the sport and the governing body said they were “united in mission to grow rugby’s share of attention by increasing relevance and accessibility.”
Previous editions of the Shape of the Game forum delivered issue-specific short-term advancements said World Rugby, the 2024 edition has a focus on the law review cycle and on driving fan acquisition and retention by increasing relevance and accessibility.
Five specialist committees (men’s and women’s high performance, professional game, professional leagues and community rugby) were tasked with thinking of long-term objectives and urged to view the game through a fan-focused lens.
World Rugby Chairman Sir Bill Beaumont said: “It is fantastic to see such a strong desire from all stakeholders – players, coaches, match officials, competition owners, unions and regions – to evolve the game to set us up for success, not just at the elite level, but at the community game. I would like to thank everyone for their forward-thinking and collaborative contributions.”
What Rugby Laws Were Recommended – Shape of the Game 2024 Recommendations
Speed and Flow Of Rugby
Recommendations included a focus on aspects which keep the game of rugby flowing including:
- Speeding up the ‘use it’ call by referees at the breakdown
- Removing repeated scrum options
- Expanding the remit of the shot clock
- Review of the offside law from kicks
- Explore moves to provide the scrum-half with greater space and protection at the base of scrum, rucks and mauls.
TOULOUSE, FRANCE – SEPTEMBER 28: The two teams contest a scrum prior to during the Rugby World Cup France 2023 match between Japan and Samoa at Stadium de Toulouse on September 28, 2023 in Toulouse, France. (Photo by Pauline Ballet – World Rugby/World Rugby via Getty Images)
Women’s Rugby
The committees asked for a dedicated focus on the women’s game via:
- Adapting laws
- Recognising the unique characteristics, strengths and opportunities that exist to attract a new audience.
Rugby Player Welfare & Wellbeing
It was recommended that a more player-driven approach needs to advance player welfare, including the removal of the ‘croc roll’ and examining the breakdown.
Disciplinary Process Review In Rugby
Streamlining the sport’s disciplinary and sanctioning processes to aid efficiency, consistency and fan understanding was also suggested.
How Will Marketing Rugby Change – Shape of the Game 2024 Recommendations
Language And Presentation Of Rugby
Among the World Rugby Shape Of The Game 2023 suggestions were a “renewed passion and urgency to focus on building rugby’s attention share via a fan-focused view of how the game is marketed.
This includes a consistent approach to the presentation of the sport across all media environments and a focus on the moments in the game that engage fans.
The Shape Of The Game 2024 recommendations will be considered by World Rugby’s Executive Board and Council.
World Rugby Chief Executive Alan Gilpin said: “Rugby is in an attention economy. The attractiveness of the product in all its forms, combined with the excitement of the event experience, the content we create and the stories we tell, is central to the sport’s growth as a whole.
We will not look at actions or law tweaks in isolation, but rather consider the changes we should make to definitively move the needle to make the game more relevant, attract new fans and deepen engagement with existing fans, and simplify the sport to make it more accessible.”
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