The world of rugby is gearing up for a historic leap. European Professional Club Rugby (EPCR) has officially confirmed the launch of the Rugby World Club Cup, with its inaugural edition scheduled for 2028. The announcement marks a watershed moment in the sport’s evolution — a strategic expansion that could redefine the global club rugby landscape.
Following unanimous agreement among major leagues and national unions, the new competition will bring together 16 elite teams from both hemispheres every four years. Qualification will primarily stem from the Investec Champions Cup (Europe), with additional representation from Super Rugby and Japan Rugby League One, signalling a significant step towards true international integration at the club level.
🌍 From Continental to Global: Rugby’s Expanding Commercial Vision
While the Champions Cup and Challenge Cup will continue to thrive as foundational European tournaments, EPCR’s chairman Dominic McKay emphasized that the World Club Cup aims to elevate the existing structure — not replace it. The initiative is designed to amplify rugby’s premium competitions, inject fresh energy into global fan engagement, and align with the commercial rise of southern hemisphere leagues.
“We want to bring in teams from Australia, New Zealand, Japan… and we’ll do that through the World Club Cup,” said McKay.
“It’s not about disruption, but elevation.”
Indeed, the Champions Cup — already regarded as one of the sport’s most prestigious titles — will now serve as a gateway to a new global stage, blending heritage with innovation, and regional loyalty with global ambition.
🔍 What This Means for Stakeholders: Clubs, Brands & Markets
The implications are vast — and strategic. For clubs, this offers a new revenue vertical and exposure to audiences in untapped territories. For broadcasters and sponsors, it presents a scalable platform to reach affluent rugby audiences worldwide. And for rugby as a product, the World Club Cup injects much-needed narrative depth, cross-market rivalries, and high-stakes competition into the annual calendar.
As rugby seeks to close the commercial gap with football and F1, this format could become a signature property for global brand activations and hospitality innovation.
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