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The Rapid Growth of Major League Rugby

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The Rapid Growth of Major League Rugby SPECIAL ADVERTISING SECTION The Rapid Growth of Major League Rugby One of the most popular sports in sports business aspects of season count more than 50,000 youth play- the teams. Additionally, each team the world, rugby is growing in interest ticket sales and community relations ers. The teams have been working has deals in place with either a local and participation in North America. activities, along with local sponsor- with local rec programs and YMCAs network or regional sports network. This is largely due to the success of ships, broadcast agreements and to teach and grow the sport of Major League Rugby (MLR). marketing. “All of these metrics were rugby. “Our team in New Orleans Future Expansion The four-year old league started up through the first five weeks of the had a goal to start more than 200 and a Possible World Cup with seven teams in 2018. After rapid 2020 season (which was shortened youth programs in Louisiana and As the popularity of MLR grows, growth, the young league will open due to Covid-19) and we expect they’re well on their way,” said there have been a number of cities the 2021 season on March 20 with 13 them to increase in 2021,” said Killebrew. “Our youth programs that want a team. “We’re in discus- teams — Atlanta, Austin, Dallas, DC, Killebrew. should generate the first several sions with about 10 U.S. cities,” said Houston, Los Angeles, New England, thousand fans through our turnstiles Killebrew. A potential frontrunner is New Orleans, New York, San Diego, every Saturday.” Chicago, which has an aggressive Seattle, Utah and Toronto. “Adding New to MLR in 2020 was its inaugu- ownership group and fits the league’s two major markets in Dallas and Los ral collegiate draft. While the league criteria of capitalization, stadium plan, Angeles for 2021 was a big milestone,” was expecting from 100 to 150 play- available sports marketing profession- said George Killebrew, MLR commis- ers to sign up for the collegiate draft, als and a plan to grow youth rugby sioner. “We’re playing in 13 of the big- more than 400 athletes registered in the area. “The more well-rounded gest markets in North America in only to become one of the 24 players a city is, the better partner they’ll be our fourth season. This is groundbreak- drafted. “The pathway from youth, for rugby just by the makeup of the ing, phenomenal growth.” to Academy, to collegiate player people that live there,” said Killebrew. to professional is what dreams are Looking towards the future, MLR made of,” said Killebrew. “Now, we has partnered with USA Rugby with have that.” the hope of bringing the Rugby World Cup to North America in either 2027 or 2031. The league is in the early phases of a feasibility study and has DARREN ZEMANEK PHOTO contacted stadiums across North Fetu’u Vainikolo of the Utah Warriors America, such as Soldier Field in carries the ball to score a try in a match against the New England Free Chicago and AT&T Stadium in Dallas, Jacks. to see if they’d be interested in host- ing matches. “We’ll either be a 10- or 14-year-old league by then and it A major area of focus has been would be a game changer for us,” creating an exceptional fan expe- said Killebrew. rience. This led MLR to develop DARREN ZEMANEK PHOTO two programs for its teams — “Rugbytainment”, centering on how MLR Opening Players from the New England Free teams can turn their matches into Jacks and Utah Warriors take part in Weekend Schedule a ruck. a complete entertainment experi- ence, and “Driveway-to-Driveway”, SAN DIEGO LEGION PHOTO Saturday and Sunday, which focuses on everything a Riekert Hattingh of the Seattle March 20-21 Rugby embodies elements of the team can control from the time Seawolves, catches the ball in the country’s most popular sports. “The fans leave their driveway to go to 2019 MLR Championship Final. The team defeated the San Diego Legion, physicality of rugby reminds me of the match to the time they return Rugby United NY 26-23, in front of a sold-out crowd of football, except in rugby, you don’t home. “We have to be attractive 6,000 at San Diego’s Torero Stadium to at Rugby ATL play with pads or helmets,” said to, not just the rugby faithful, but win their second MLR Championship Killebrew. “The flowing grace reminds also to their friends and families so Title. me of soccer, the constant ball everyone wants to attend and you New England exchange is similar to basketball, while do that through entertainment,” Free Jacks at the intensity is like hockey. It brings said Killebrew. “We want to be the Spreading Its Reach together a lot of the great character- answer to the question, ‘what do Through National Broadcasts Houston SaberCats istics of some of the major sports that you want to do this weekend?’” Although MLR is young, it already are already here, but with the unique MLR’s goal is to make its matches has major TV deals with CBS and Fox. rugby elements that set our league full of pageantry and high-energy The league’s championship will be Seattle Seawolves apart.” fun, entertainment and music. broadcast in primetime on CBS on at Austin Gilgronis August 1, 2021. There will also be 17 Creating a Strong Business Model From Youth Players additional games nationally broad- and Great Fan Experience to the Collegiate Draft cast on CBS Sports Network and 17 Old Glory DC During the extended 2020 offsea- MLR teams made a major push in on FS2. These nationally broadcast at NOLA Gold son, MLR worked on elevating the grassroots youth programs, which games are equally divided amongst Dallas Jackals at LA Giltinis Utah Warriors at San Diego Legion Broadcast info TBA. The full 2021 MLR schedule will be released on Tuesday, December 8 at SAN DIEGO LEGION PHOTO SAN DIEGO LEGION PHOTO www.MajorLeague.Rugby. The San Diego Legion faithful cheer on their team, which Early in the 2019 MLR Championship Final, San Diego Legion finished as runners-up in 2019.cutline form a scrum in a close battle with the Seattle Seawolves. 14 SPECIAL ADVERTISING SECTION I SPORTS BUSINESS JOURNAL DECEMBER 7-13, 2020 Season four of Major League Rugby begins in March of 2021. Fans are falling in love with rugby because of the duality it offers. For some it’s the intensity, phys- icality, and speed of the game. For others it’s the communal celebration after every match where players and fans from both teams come together. And for young athletes, it’s the ability to be coached by a professional rugby player in the after- noon, and then later that same day cheer on their mentor taking the pitch. MLR has come a long way in three years, and it’s only the beginning. @USMLR | WWW.MAJORLEAGUE.RUGBY.
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