World Rugby chairman Brett Robinson has expressed his determination to elevate the sport’s profile in Australia, stating that rugby is poised to challenge the National Rugby League (NRL) once more. Robinson, who made history as the first non-European in the role, has maintained a reserved public image since assuming the position six months ago. However, following a new broadcasting agreement with Nine and Stan Sport to showcase the next three Rugby World Cups and other significant tournaments, he is eager to promote rugby across the nation.
During an address at Allianz Stadium in Sydney, Robinson shared a striking comparison between rugby league and rugby union’s outreach. He noted that while NRL player Reece Walsh has gained around 500,000 followers on his YouTube platform, Ilona Maher, a player for the US Eagles and Bristol Bears, boasts over four million followers. This statistic highlights rugby union’s extensive global reach and its connection to female athletes.
The NRL has been undergoing expansion, with supremo Peter V’landys targeting players from union as the competition grows to 18 teams, including the new Perth Bears. In response to V’landys’ antics, Robinson remarked that while he respects the NRL, he intends to underscore the unique values and opportunities that rugby can offer young athletes, including international play and cultural experiences that extend beyond financial incentives.
Robinson anticipates that the 2027 Rugby World Cup will generate significant economic benefits, projecting over two million tickets sold, an influx of 250,000 tourists, and an estimated $1.3 billion impact on the Australian economy. He emphasised rugby’s global nature, contrasting it with rugby league’s predominantly domestic focus. Robinson believes that this distinction is valuable and sought after by other football codes in Australia.
As Australian rugby aims to consolidate its position and appeal, Robinson’s vision pivots on highlighting the sport’s unique attributes and fostering a strong connection with fans and potential players alike. His commitment to promoting rugby and showcasing its benefits to young athletes stands as a core strategy moving forward.