Major League Rugby is a Quiet Success. Now Can It Become Relevant?

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Major League Rugby is without question the best US sports league most people aren’t watching. It does all the basic things so many startup sports leagues fail to do well. It is not an NFL or NBA-level product, but it is just as good as any of those other secondary sports vying for the public’s attention. Honestly, it is better than most.

But getting to this point is like reaching the base camp at Mount Everest. MLR has already traversed significant heights and now the hard part truly starts. Can it become profitable and carve out a niche in a crowded American sports landscape?

History shows us that failure is the most likely outcome. However, there are plenty of reasons for optimism. This is a league with a grounded approach and a holistic view of the bigger picture. It won’t guarantee success but it certainly doesn’t hurt.

Visibility is always a challenge for new sports leagues. It is one Major League Rugby has solved. There are a fair few games on Fox Sports 1 and 2. Some local stations carry games for the hometown teams. And just about everything else is free through MLR’s The Rugby Network streaming service.

Attendance is either a glass half full or glass half empty proposition depending on how you look at it. Raw numbers and averages aren’t going to blow anyone away. You’re looking at around 2,500 to 4,000 people per game most weeks with the odd spike or value mixed in there.

Many MLR stadiums have around 4-5000 seats and don’t even sell out most weeks. You could easily think that’s bad. On the other hand, if I told you 3,000 or so people were turning up to watch rugby union matches in America, you may also be kind of surprised.

This brings me to one of the more puzzling things about rugby union stateside. It’s somehow both a known commodity and yet not known at all. Union has a rich collegiate tradition in America. It is played all over, and most of the time, it is club level or thereabouts, meaning it is the students running the show by and large.

MLR has had its fair share of success. There are also just as many challenges that may stop it from becoming relevant.

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[AHomelessShoe]

I hope MLR can keep growing. It's honestly the most enjoyable league/sport to me right now.

[tylermcclure]

I’m a recovering rigger so want this to grow so much. Rugby is the sport Americans don’t know they miss!,

[usarugbyleagueunionfan]

Love the MLR content. I’m a RFCLA season seat holder and our last game was yesterday. I have a VIP season seat which is only $100 a game and I’m on the field. After the game yesterday I hung out with both RFCLA and NOLA players. Rugby players are very humble and approachable. It’s rare they’re in the news for negative reasons like NFL players. The NFL has moved to a pass heavy style of play. Those yearning for the running game would love Rugby. It’s completely foreign in American sports for teams to break bread together after competing. A few things that make Rugby great is the constant flow of action. There’s only 2 water breaks at the 20th and 60th minutes to hydrate. No timeouts or commercials. Players aren’t yapping at each at such a high degree compared to other sports. Players have to play both sides of the ball. The men’s players show an enormous amount of pride and respect during the national anthem. MLR is my fav league in the world. A lot of games are free on The Rugby Network or on FS2.

[FrekPret]

From South Africa: May this lovely sport grow and grow in your country. Rugby is far more than "just a game", it actually builds character and unites people across the board. On and around the pitch we tend to become murderous but after the match the ties of friendship grow ever stronger! Best of luck to you!

[colinrichards]

Thank you for talking about MLR. I’m a Nola Gold season ticket holder and I really think this league could be the next MLS

[Celta]

This is probably the best analysis of MLR in a video essay I’ve ever seen. Does a great job of balancing the things MLR did right with the reality that things outside of their direct control can interrupt progress. The league has had some costly self inflicted mistakes but on the whole they’ve played it pretty clean and set themselves up for success. Now they need those outside things to fall their way, and with a bit of luck a self sustaining rugby union league in America is on its way

[alastairross]

I watch quite a bit of MLR, I'm Scottish and I can honestly say you are on the right way ! Alba gu brah 💪🏻

[DouglasLyons-yglv]

A couple comments. First, there are hundreds of clubs in the U.S. it is easy to find a team if that’s your desire.

With regards to MLR attendance; it is uneven across the league but some teams (FreeJacks, Seawolves, Legion, Warriors) have done really well.

I believe a couple of teams have begun to turn a small profit. And it does appear that most teams are creative in lining up sponsors to help with cash flow.

In the long run, there has to be more Americans or at least USA eligible talent on display. It has to be expensive to bring people in from all over the world, and our youth need to see there are opportunities.

[conorleonard]

No one can ever accuse Super Rugby of being smart

[justinjohnson]

One thing about your point on college students not having rugby after college. Their is actually a very well established men’s club league run by USA rugby. It has D1-4 level clubs and even hosted a national championship game in Houston for D1-3 this year.

[sloewensteady]

Whoa. I was blown away by your analysis of MLR. Superb insight that I hope to see more of in the future! Subbed :)

[aluncurtis]

One of very few sports where any body type can succeed. Good luck, MLR.

[slamtilt]

You can also see the huge amount of progress the Eagles 🦅 have made in the Sevens competition. Coming in 4th overall this past season and getting a podium finish in LA and Hong Kong.

[hankgoldenshaft]

I’m a fan of MLR, the games are great, and the skill level really surprised me the first time I watched it

[Villafarrell]

Murray Hewitt is a perfect encapsulation of traditional rugby marketing lol😂😂

Excellent video!! Loved the MLS comparison, made me realize how important MLR is now, before RWC in 2031

[brodericki]

Dude you are nailing a USA perspective on the global game. Love how invested you are in rugby. Its really encouraging as an Australian where rugby is in our proud sporting history for the little nation who could. But its dieing a slow death the NRL and AFL. Glad to see some rugby hype men are still around ❤❤❤

[usarugbyleagueunionfan]

Go watch Major League Rugby. It’s the best. Great vid 🏉🇺🇸💪🏻

[GreenHornet]

New England Free Jacks fan here. Excited for what is to come with MLR and rugby in the USA. I think it has the ability to truly become something special and become a real sport in the American sports landscape in a way that soccer isn't and struggles to be.

[goheemag]

There is actually a pretty big Senior Club system in the USA for playing after college with 4 levels of play. The college system is sort of a convoluted mess in comparison with 2 separate governing bodies.

[olglez]

Thanks for sharing. This was a very interesting video. It seems like the MLR is definitely thinking long term, which is admirable.