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Only a month to go before the tournament kicks off in Japan, the first Asian nation to host the event, World Rugby CEO Brett Gosper said maximizing the sport's exposure to an Asian audience was a key investment strategy.
At the Moscow tournament in June , China lost all its pool games but beat Brazil in the Bowl play-offs before losing in the Bowl semi-finals to the Netherlands.
To make the best use of matches being held in a time zone close to target countries such as China and Malaysia, World Rugby said it is prioritizing free to air broadcasters such as Japan's NHK, China's CCTV and RTM for Malaysia, in addition investing heavily in marketing and fan engagement to swell rugby's biggest showcase.
That makes the RWC the sport's principal revenue source as well as its best opportunity to attract new fans and sponsors. Reaching million homes in , Gosper said he expects more than million households in territories to tune in to the RWC, and positioning the sport to engage with a new generation of fans in Asia.
The Tokyo Olympics is expected to give the sport an extra boost in Asia, with Rugby Sevens -- a shorter version of the game -- an Olympic sport since Grassroots participation is also a focus, with World Rugby adding 1.
According to Gosper, while rugby is still "a very big sport in a handful of countries," the fact the it's also popular in a diverse range of countries shows potential for creating a larger number of geographic markets.
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