Rugby must lean on star power to break America

Does the sport need to change its traditional approach to grow worldwide?

Sharks’ Siya Kolisi Pic: ©INPHO/SteveHaagSport/EJ Langner

The president of the entertainment agency founded by Jay-Z says rugby can properly 'break America' in the next six of seven years, but only if it changes the tradtional way it operates.

Roc Nation Sports International has stars like Siya Kolisi, Ardie Savea and Maro Itoje on its books. President Michael Yormark says the potential for the game is huge in the USA, but only if change comes quickly.

He told BBC Sport: “Rugby has a lot of potential in the American market, the physicality of the sport is similar to the NFL, there are so many great athletes and great entertainers among the top players.

“Major League Rugby has done a great job. It is in 12 markets and the attendance is increasing – it is becoming more and more relevant every season.

“I think it is doable for rugby – there are six or seven years to really plant the seeds. It really needs to create an identity and a story in order to break through. There is no quick fix, but I think they have the opportunity to do it.”

The men’s and women’s Rugby World Cups will be held in the USA in 2031 and 2033 respectively. But Yormark feels the game must lean heavier on star power to make those landmarks a pivotal point in the sport's history.

“There are so many traditionalists still in the game that want to do things in the traditional way,” Yormark added.

“But many people are beginning to understand that if rugby is truly going to be a global sport, if it is going to be truly commercially viable, if it’s going to break through in America – then things need to be done differently.

“Why are the NBA and NFL so popular? Star power. Rugby needs to learn from those examples – it doesn’t need to be exactly the same, but it needs to understand what is important, especially when you go to America.

“Look at Major League Soccer. Nobody talked about the MLS until [Lionel] Messi went there. Star power sells, it is critical, and we need to develop stars in rugby and in America for the game to be elevated.” 

Roc Nation’s head of rugby Paul Adesoye feels playes have so far proved reluctant to elevate themselves too far above their service to the team.

“Over here the guys are a little bit more reticent about doing it,” Adesoye told the BBC. “To be honest, they are a bit nervous about the reaction of their team-mates and their clubs as well. But it is slowly changing.

“Danny Care has launched a vlog and done a podcast – granted he is towards the end of his career, but it is becoming more common in the sport.

“I think it will eventually go in the direction of how it has in the United States where you have current NBA players doing podcasts during the season, telling their story first-hand. It is a matter of time.”