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EXCLUSIVE: World Rugby revamps commercial strategy in centralised rights play

South Africa lifts the Webb Ellis Cup following victory against England in the 2019 Rugby World Cup in Japan. (Photo by Cameron Spencer/Getty Images)

World Rugby will embark on a radical change in commercial strategy after the 2023 Rugby World Cup in France in a bid to attract new fans and generate more revenue.

SportBusiness has learnt that rugby union’s world governing body is building up its commercial team in preparation for a complete centralisation of its major event rights encompassing sponsorship, ticketing, hospitality, licensing and broadcast.

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