Rugby Australia’s hunger grows for piece of American pie

By the Editorial Team · Friday, October 30, 2026

Rugby Australia is investigating expanding its presence in the US market to capitalize on the lead-up to the 2031 Rugby World Cup hosted by the United States. While near-term plans remain limited due to the 2027 World Cup in Australia, the organization aims to increase international fixtures on American soil afterward to grow the sport and fanbase.

Rugby Australia is exploring opportunities to expand its presence in the United States as part of a broader push to grow the sport ahead of the 2031 Rugby World Cup, which the US will host. World Rugby has been incentivizing tier-one nations to bring Test matches to American venues to help establish the country as a significant rugby market.

While the idea of staging a Bledisloe Cup match involving the Australian Wallabies in the US remains a possibility, Rugby Australia has indicated that scheduling such a game in the near term is unlikely due to its commitments as the host nation of the 2027 World Cup. Beyond that event, however, there is greater scope to consider international fixtures on American soil.

New Zealand Rugby has been more active in tapping into the US market, having played multiple Tests there, including a recent highly attended match between the All Blacks and South Africa in Baltimore. The Springboks’ game in the US was designated as their home fixture but was coached by former Australian head coach Stephen Larkham. The All Blacks also benefit financially from larger US stadium capacities, as many New Zealand venues outside Eden Park in Auckland hold fewer than 35,000 spectators. By comparison, games in the US have drawn crowds exceeding 60,000.

Rugby Australia has traditionally maintained its focus on home matches, having generated substantial revenue from packed stadiums in recent years. The Wallabies previously played a World Cup warm-up game against the USA in Chicago in 2015, and an Australian team toured the US as early as 1912, but the Wallabies’ presence stateside has otherwise been limited. That is beginning to change, with the Australia A team currently undertaking a two-match tour in the US, featuring former NRL player Zac Lomax making his representative rugby debut in New Jersey.

In addition to Rugby Australia’s efforts, New Zealand Rugby seeks to further enhance the All Blacks brand in the American market. The financial incentives provided by World Rugby for staging Tests in the US align with this strategy.

Rugby Australia has expressed interest in adding overseas Test matches in locations that benefit both Australian and New Zealand rugby, citing past experiences with Bledisloe Cup matches held in Hong Kong and Tokyo. However, the organisation remains prioritised on delivering home fixtures that allow Australian fans to engage with their national teams in familiar venues and family-friendly settings.

A Rugby Australia spokesperson highlighted the importance of the US as a developing market for international rugby and indicated that efforts to grow the sport there will intensify following the conclusion of the 2027 World Cup, with an eye toward the 2031 tournament in the US and the 2033 World Cup thereafter.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.