Former NZ Rugby CEO Mark Robinson Photo: PHOTOSPORT
Fresh off finishing an often dramatic tenure as NZ Rugby CEO, Mark Robinson has found a new role with World Rugby. The sport's governing body has hired Robinson as their chief of rugby, which will focus on growing rugby's global appeal.
"The game is evolving rapidly, and the way players and fans engage with rugby is changing," said Robinson via a World Rugby press release.
"I'm excited for the chance to help shape a future that enhances the spectacle for fans, supports unions and protects rugby's core values on a global stage. I look forward to contributing to a strategy that ensures rugby continues to grow in relevance, reach and impact."
Robinson has long been an advocate for change in rugby, notably brokering the controversial deal between NZR and the US private equity firm Silver Lake. He also attempted to reshape the make up of the NZR board, which was ultimately unsuccessful after major resistance by a number of provincial unions.
Mark Robinson. Graphic: Liam K. Swiggs Photo: PHOTOSPORT
Part of the Silver Lake deal involved increasing the All Blacks' brand presence through digital media, something that Robinson had targeted in the long sought-after US market.
"We are a tiny, isolated island on the other side of the world with a leading sports brand. So we're trying to grow value so we can invest in all levels of the game," he said in October in Chicago as the All Blacks prepared to play Ireland at a sold-out Soldier Field.
"I think the positioning of the (All Black) brand now through digital reach and the fact that we're in markets like the US with such a strong following, shows that our strategy in terms of the work we've done overseas is definitely worth it. Now we've got a handful of global partners, and we've got a growing fan base and much more strategic connection than we've ever had."
The challenge ahead for Robinson will be to maximise the commercial potential for World Rugby in what is still a very scattered global landscape. This year will see the first edition of the Nations Cup, which is the closest the sport has been to a global season since the dawn of professionalism three decades ago.
Brett Robinson, World Rugby Chair. Photo: Mark Kolbe/Photosport
However, outside of its World Cups, World Rugby is currently facing challenges in getting the fresh eyes on the game. Despite being a popular Olympic event and a format that has been a door opener into non-traditional markets, Sevens is now a significant cost centre, with the rebranded SVNS circuit incurring estimated losses of between NZD $70-120m since 2023.
World Rugby chair Brett Robinson said: "Mark's appointment comes at a pivotal time for rugby…and as we embark on the delivery of a bold new five-year strategy, his leadership, rugby intelligence and knowledge will be instrumental in reimagining how our great game grows and thrives."
Robinson will officially join World Rugby in May, after conducting a sport-wide review of game philosophy and match official alignment, which will be presented at the 2026 World Rugby Shape of the Game conference taking place in late February.
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