World Rugby has indicated its readiness to assist any union wishing to relocate a Six Nations championship fixture to the United States. This initiative forms part of a broader strategy by global administrators to establish a stronger footprint in North America ahead of the upcoming men's and women's Rugby World Cups, scheduled to take place in the US in 2031 and 2033 respectively.
Speaking on the commercial viability of such a move, World Rugby Chief Executive Alan Gilpin pointed to the high financial returns achieved by other international fixtures in the region. He noted that recent blockbuster encounters, such as the sold-out series finale between South Africa and New Zealand at Baltimore's M&T Bank Stadium, demonstrate that match-day revenues in the American market can match traditional European fixtures.
While the prospect of moving a historic European championship match across the Atlantic would be unprecedented in the 143-year history of the tournament, governing bodies believe large expatriate populations could ensure strong support. Gilpin suggested that specific fixtures could be successfully marketed in cities with substantial diaspora communities, such as New York or Boston, drawing on established connections to countries like Ireland or Italy.
Such a proposal is anticipated to face significant hurdles, not least from traditional supporters at home who might object to losing a live home fixture. Ticket-holding fans in participating European nations would likely express frustration at seeing matches relocated thousands of miles away, creating a delicate balancing act for tournament organizers and national unions.
Logistical and cultural challenges have also prompted caution from within the sport's coaching ranks. England women's head coach John Mitchell, who previously managed the American men's national team, has expressed skepticism regarding how easily American sports fans would embrace a new rugby rivalry in a crowded and competitive domestic sports landscape.
Mitchell also emphasized the importance of maintaining strong visibility within established European markets rather than committing heavy investment to overseas expansion projects of uncertain long-term return. He cautioned that a measured, gradual approach to developing the sport's audience might prove more sustainable than attempting rapid deployment in the United States.
Although World Rugby is prepared to offer logistical and administrative backing for a stateside venture, any final decision rests entirely with the competing unions. Participating nations must weigh the potential financial rewards and global exposure against the inevitable pushback from traditional fanbases and the unique challenges of cracking the American sports market.
Reporting based on coverage first published by BBC Sport. Read the original report at BBC Sport.
