Rugby isn’t just a game. It’s a global cultural moment—one that brings together diehard fans, casual spectators, community players, and passionate national pride. And in 2025, the sport is enjoying a standout year. Earlier this year, France claimed victory in the 2025 Six Nations Championship, wrapping up a tournament that held audiences rapt across Europe. But that was just the beginning.
Consider: The British & Irish Lions are touring Australia—a rare and prestigious event that only occurs once every four years. The Lions squad brings together top-tier players from England, Ireland, Scotland, and Wales to represent northern hemisphere rugby in a historic showdown with southern hemisphere teams. For fans and brands alike, this tour is a celebration of unity, rivalry, and heritage.
Also on the calendar: the 2025 World Rugby Pacific Nations Cup, showcasing teams from Fiji, Samoa, Tonga, and Japan, and bringing international attention to the Pacific’s growing rugby influence.
Together, these events create a golden opportunity for marketers to engage with rugby fans across continents, channels, and content formats. Let’s look at nuanced ways in which brands can connect with rugby enthusiasts with relevancy, as well as some specific audience segments that have been proven to drive results.
Connect with Rugby Players
Rugby is a participatory sport at its core. Local clubs, community leagues, and amateur competitions draw in millions who lace up their boots and head to the pitch each week. For brands in the fitness, apparel, health and wellness, and sporting goods categories, this audience offers deep engagement potential.
Campaigns can target these athletes by focusing on performance, resilience, and lifestyle. Messaging that taps into the values of teamwork, physical challenge, and personal bests tends to resonate well. Consider activating across digital video, social platforms, and mobile—spaces where this audience seeks training content, gear reviews, and motivational stories.
Targeting Tip: Looking to connect with rugby fans who like to walk out on the pitch themselves? Consider leveraging an audience segment like “US Dynata - Leisure & Interests - Sports Participation - Rugby.”
Connect with Rugby Fans
Rugby fans are known for their passion, loyalty, and knowledge of the game. Whether they're catching every match live or following the stats religiously, they are active, opinionated, and invested—making them prime candidates for brand engagement.
To connect with these audiences, consider content-driven campaigns that speak to fandom. Think immersive storytelling, behind-the-scenes player features, fan polls, and live commentary integrations. These consumers are also highly social—making influencer partnerships and gamified experiences on social platforms especially effective.
Targeting Tip: Looking to connect with UK fans who avidly follow all-things-rugby? Consider leveraging an audience segment like “UK YouGov - Sports - Sports Followed - Rugby.”
Connect Around Rugby Events
Big rugby moments like the British & Irish Lions tour or the Rugby World Cup aren’t just about the games—they’re about the build-up, the viewing rituals, and the community experience. These events create massive spikes in media consumption, second-screen behavior, and search activity, making them fertile ground for real-time marketing.
To make the most of this window, plan campaigns that coincide with match dates, travel plans, and content consumption habits. Whether it’s a pre-game promotion, an interactive score predictor, or a themed product release, timing your creative to event-specific moments increases impact.
Targeting Tip: Looking to connect with rugby fans who previously tuned into the Rugby World Cup and are likely to tune into other big events? Consider leveraging an audience segment like “Eyeota - Sports - Interest - Events - Rugby World Cup.”
The Rugby Audience Guide
So, how can brands targeting rugby audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Rugby Audiences Playbook has the personas and profiles you need.
Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
Discover addressable digital audience profiles to target your ideal rugby-loving customers.
Connect with the Data Desk to request your custom audience targeting strategy today!
