Source: Radio New Zealand
World Rugby Chief of Rugby Mark Robinson. Photosport
Mark Robinson doesn’t officially start his new role at World Rugby for another few months but already has made some strides into what looks to be a major brief from the sport’s global governing body.
The former NZ Rugby chief executive has been given the rather broad title of Chief of Rugby, which he explains will revolve around capitalising on commercial opportunities, bringing alignment to the game and, most notably, winning over new fans around the world.
“It’s about how it’s presented, how we present iconic events and even just how rugby is talked about,” explained Robinson from his new home on Queensland’s Gold Coast.
“Then as part of that, thinking about fan acquisition and the conversion of fans.”
Probably of most interest to lifelong rugby fans is Robinson’s view on how rugby is actually presented, and what can be done to create consistency. For example, in stadium replays have the ability to affect refereeing decisions, something that in 2024 played a big role in the All Blacks losing to the Springboks at Ellis Park.
Pre match entertainment before All Blacks v South Africa Lipovitan-D Rugby Championship, Emirates Airline Park, Johannesburg. Nic Bothma/ActionPress
“The way that the match presentation responds, the commentary teams work, creating really much improved alignment around the way that looks and feels on match day. As well as the use of data.”
That last one feels like an enigmatic nut to crack, as for over 30 years of professionalism rugby has struggled to latch on to any sort of compelling data sets for fans other than the good old territory and possession.
Nevertheless, Robinson believes that figuring it out will provide a much easier pathway for new fans to understand the game. One of football’s greatest strengths is that the officials don’t actually officially communicate with the players verbally, removing the need for them to even understand each other’s languages. Rugby, on the other hand, sees the referee act as an extra commentator and can only do so in English at test level.
Jack Crowley of Ireland is shown a yellow card by referee Matthew Carley during the Quilter Nations Series 2025 match between Ireland and South Africa at the Aviva Stadium. Charles McQuillan/Getty Images
“It’s obviously seen as a key tenant, ensuring the game can balance accuracy within officiating and entertainment and spectacle,” said Robinson.
“I guess over the last little while, we’ve seen some amazing rugby but I think we’ve also seen some rugby that maybe the product could be improved upon.”
Then there’s the issue of maximising commercial revenue, something Robinson has been unashamedly upfront about ever since taking the top job at NZR. His view is very much that rugby is leaving money on the table, especially when it comes to exploring new markets, as well as broadcast and sponsorship deals.
“There’s definitely an opportunity to elevate the way we think and say more on our game, globally. And to do that, we need to be clear on our product, what the game looks like and what the game philosophies are is part of that. Areas like entertainment, spectacle and, and accuracy around officiating. Now some of the things we need to be really clear on. And I think the second part of it relates to the value in the game.”
Mark Robinson. Graphic: Liam K. Swiggs PHOTOSPORT
It’s way too early to tell what the outcome of Robinson’s new mission will be, considering he hasn’t even sat down at his desk yet. But for now, he’s been heavily involved in World Rugby’s Shape of the Game initiative, which Robinson said would provide better clarity around what’s emerging as a touchy subject in the rugby world.
“I’m sure we’ll be doing a lot as it relates to new markets, and that that will give us a clearer understanding of preserving aspects of the history and the traditions of the game, the values associated with it. While we’re pushing new frontiers, I’m sure there are ways that we can harness both.”
That’s all well and good, but the nature of online discourse around tinkering with the game’s laws has become so toxic it will make it a tough sell. For example, some of the northern hemisphere reactions to Super Rugby Pacific’s recent changes are bafflingly over the top considering they don’t even compete in the competition. But the perception is there that the likes of New Zealand and Australia are attempting to get laws changed to suit the style of play, which admittedly is not entirely unfair. Ever the agent of change, Robinson can see a way forward, though.
“I think there’s shifts hinged around the need, the acknowledgment to evolve in some areas, quickly. At the top of the list is to be more, you know, engaged, thoughtful and adaptable around fans.”
That does lead into the fact that if this role ends up being as substantial as it could be, New Zealand and its rugby allies find themselves with a powerful player in the administrative scene. For now though, Robinson is looking forward to getting in and attempting make new fans around the world, while reaffirming the love of rugby that already exists.
“With the World Cups coming up, new competitions like the Nation’s Championship, the Greatest Rivalry Tour. They’re a great shop window opportunities for the for the product to be positioned as best as possible.”
– Published by EveningReport.nz and AsiaPacificReport.nz, see: MIL OSI in partnership with Radio New Zealand
