The Rugby World Cup 2015 – which kicks off today – has already broken all previous ticket sales records and looks set to be the most viewed in the tournament's history.

The eighth edition of the tournament, hosted across 13 venues in England and the Millennium Stadium in Cardiff, Wales, has so far sold 2.25m tickets – 95 per cent of the total number – surpassing the record set in 2007. Today’s curtain raiser will see hosts England face Fiji at a sold out Twickenham Stadium in front of 82,000 fans.

In total, the World Cup will generate about £240m (€327m, US$370m) in revenue – according to Brett Gosper, CEO of World Rugby, rugby union’s world governing body.

Speaking at a media briefing ahead of today’s big kick off, Gosper said 65 per cent of the total revenues will be come from global rights sales.

More than 100 broadcasters will transmit games to around 772 million homes worldwide in 209 territories – a 15 per cent increase on the previous World Cup in New Zealand four years ago.

Gosper said: “There will be 24 live matches screened in Germany and 22 in China for the first time. We know it will be the biggest, but we think it will be the best. It certainly will be a record breaker on several fronts.”


All Blacks legend Jonah Lomu leading a “flash mob” Ka Mate haka in Covent Garden, central London yesterday (Thursday 17 September), ahead of today’s big kick off

World Rugby chair Bernard Lapasset added: “World Rugby’s mission is to grow the global rugby family and England 2015 represents a golden opportunity to reach, engage and inspire new audiences across the UK and around the world.

“This record broadcast platform represents our commitment to make rugby available for all and demonstrates our strategic commitment to favour strong free-to-air platform coverage to more lucrative pay TV in key strategic markets such as India, Brazil, USA and China.

A boost for the economy

The tournament is also set to have major economic and legacy benefits for England and Wales, the two host countries.

Tania Mathias, MP for Twickenham – the constituency which is home to Twickenham stadium, the venue for the 2015 World Cup opening and final games, – said the effects would be significant for the local economy.

“In just 44 days (the duration of the World Cup), we expect 3 million rugby fans to visit 11 cities, and up to £2.2bn will be contributed to our economy,” she said.

“My constituency will host 10 of the matches, including the first and last, because Twickenham is the alpha and the omega – we are the home – of rugby.

As well as the financial benefit through tourism, Mathias said the tournament will – and already has – created a lasting legacy in England and beyond.

“The rugby world cup has partnered the UN World Food Programme and already 1 million World Food Programme meals have been funded, so the legacy has already started with the ticketing process.

“Meanwhile, the Rugby Football Union (RFU) has launched Home Turf, an initiative which funds street festivals in Twickenham. Very commendably, it donates to charities such as the Dallaglio Foundation, which uses rugby to give young people other skills – life skills – showing that rugby goes beyond the stadium.”

Another Conservative MP, Mark Pawsey – whose constituency Rugby gave birth to the sport – said the tournament will have a positive effect on the entire country and not just the 11 hosting cities.

“The tourism opportunities are incredibly important,” Pawsey said. “That is no more true than in my constituency, where we have a fan zone where we are expecting visitors, but we have no games.”

Lasting legacy

Sports minister Tracey Crouch said she is confident the tournament will deliver a great sporting spectacle, but also provide a lasting legacy for rugby in the UK.

“It is vital that, as well as holding a successful tournament, we drive the best possible legacy from the event,” Crouch said, “both in terms of participation in rugby, and in the wider economic and social benefits.”

“The RFU has put in place detailed plans, and earmarked significant resources for increasing participation in the grassroots of the game. That includes spreading the game in schools, especially state schools that have not traditionally played rugby.

“This programme has reached 130,000 pupils, one third of whom are girls. As a result 3,000 have joined clubs and are playing the game regularly."

She added that there are currently 150,000 registered players and 6,000 teams in clubs with players between the ages of six and 13.

“Tag and touch rugby tournaments aimed at youngsters are becoming incredibly popular," Crouch said. "I see that in my own local clubs, as I am sure do many others, where hundreds of children turn up to play rugby.

"The O2 Touch Tour is helping to attract new players to touch rugby, and the Unity Project is building the game across parts of Europe that are at the development stage in rugby terms, linking English counties with European countries, and building relationships as well as the game of rugby.”

"In one of the host cities, Exeter, all pupils from reception to year two, across 23 primary schools, are receiving a My First Rugby Ball book, promoting rugby’s morals and values while increasing interest in the sport. The city has also held an economic business benefits conference, established a cash for communities legacy fund and launched a healthy lifestyle initiative with Devon county council."

• The 2015 Rugby World Cup will last six weeks (from 18 September to 31 October) and is likely to be watched by a global TV audience of about 4 billion. More than 2 million tickets will be sold for the 48 games, being played in 13 stadiums in 11 cities across England and Wales.

• During the tournament, the 20 competing nations will use 41 different venues as team bases

• To study the venues, see the Sports Management guide to the stadiums used during the World Cup.