MLR 2025: Analyzing Rugby’s Growth, Struggles, and Path to Success
Major League Rugby (MLR) has come a long way since its inception in 2018. Now in its eighth year, the league continues to shape the professional rugby landscape in North America. As 2025 unfolds, it’s an opportune moment to analyze the state of MLR, examining its growth, the challenges it faces, and the opportunities that lie ahead.
Growth: Expansion and Popularity
Team Expansion and Geographic Reach
One of the most significant indicators of MLR’s growth has been its consistent expansion. From seven teams in its inaugural season, the league now boasts 11 franchises spread across the United States and Canada. This growth has helped the league establish a presence in major markets like Seattle, Miami, and Houston, while also fostering passionate fanbases in smaller cities like Salt Lake City and New Orleans.
The recent addition of franchises in Chicago and Miami has further broadened the league’s geographic footprint, tapping into two sports-centric markets. The Chicago Hounds, entering their third season, have already established themselves as a competitive and well-supported team. Meanwhile, the Miami Sharks—launched in 2024—have drawn significant attention with their exciting style of play and community engagement efforts.
Fan Engagement and Attendance
Fan interest in rugby has grown steadily, with MLR reporting record attendance numbers in 2024. Games in cities like Seattle, San Diego, and New England routinely draw crowds exceeding 4,000, while marquee matches and finals have begun filling stadiums with capacities of 10,000 or more. Social media and streaming platforms have also played a crucial role in growing the league’s fanbase. Partnerships with platforms like The Rugby Network have provided fans worldwide with access to live games and behind-the-scenes content.
Player Development and Talent Pool
The league’s investment in domestic talent has also paid dividends. In 2025, over 50% of MLR players are U.S. or Canadian-born, a significant increase from earlier seasons. Initiatives like the Collegiate Draft, the High-Performance Pathway, and partnerships with grassroots rugby organizations have created a robust pipeline for young athletes. Players like Christian Dyer and Conor McManus have become household names, inspiring the next generation of rugby players in North America.
Challenges: Navigating Obstacles in a Competitive Market
Financial Sustainability
Despite its growth, MLR continues to face financial hurdles. Professional rugby is a costly endeavor, and several franchises have struggled to break even. The dissolution of the Dallas Jackals in 2024—after just three seasons in the league—highlighted the financial fragility of some teams. Issues such as low revenue from sponsorships and limited media rights deals remain areas of concern.
Competing for Market Share
Rugby in North America competes with established sports like football, basketball, and baseball for fan attention and sponsorship dollars. While MLR has carved out a niche, it remains a secondary or tertiary option for many sports fans. Convincing casual fans to embrace rugby as part of their sports diet is a challenge that requires creative marketing and continued investment in community engagement.
Player Retention and Depth
While the league has improved its domestic talent pool, retaining top players remains a challenge. The global rugby market offers lucrative opportunities in Europe, Japan, and Super Rugby, making it difficult for MLR to compete financially. Additionally, the league’s rapid expansion has stretched the depth of its talent pool, occasionally resulting in uneven competition.
Perception and Awareness
Another ongoing challenge is building awareness and legitimacy. Rugby remains a relatively niche sport in North America, and MLR must contend with misconceptions about the game’s complexity and physicality. Educating fans and breaking down barriers to entry are critical to growing the sport’s appeal.
Opportunities: Pathways to Long-Term Success
Tapping into the Rugby World Cup Buzz
With the United States hosting the men’s Rugby World Cup in 2031 and the women’s World Cup in 2033, MLR has a golden opportunity to capitalize on the growing interest in rugby. The buzz surrounding these tournaments can drive greater visibility, sponsorships, and fan engagement. MLR has already begun aligning its marketing efforts with the long-term goal of making rugby a mainstream sport in North America.
Enhanced Broadcasting and Media Deals
The league’s current broadcasting partnerships have been instrumental in its growth, but there is room for improvement. Securing more lucrative media rights deals with major networks could provide a significant financial boost. Expanding coverage on cable and streaming platforms can also help bring MLR games to a broader audience.
Growing International Connections
MLR’s ability to attract international players has added a layer of intrigue to the league. High-profile signings from Tier 1 rugby nations bring both talent and credibility. Expanding these connections by establishing formal partnerships with overseas leagues could create opportunities for player exchanges, preseason tournaments, and cross-promotion.
Developing Women’s Rugby
Although MLR is currently focused on the men’s professional game, there is a growing appetite for women’s rugby. Investing in or collaborating with Women’s Elite Rugby could position MLR as a leader in the development of women’s rugby in North America. The success of the USA Women’s Sevens team, who won bronze at the 2024 Olympics, has demonstrated the potential for women’s rugby to captivate audiences.
Strengthening Grassroots Rugby
Grassroots development remains a cornerstone of rugby’s growth in North America. MLR teams have made strides in community outreach through youth clinics, school partnerships, and support for amateur rugby clubs. Expanding these efforts will help create a sustainable pipeline of talent and build loyalty among young fans.
Corporate Sponsorship and Brand Collaborations
MLR has attracted sponsorships from rugby-specific brands, but there is significant untapped potential for partnerships with major corporations. Collaborating with brands that align with rugby’s values—such as teamwork, discipline, and resilience—can help the league secure additional revenue streams and enhance its profile.
The Big Guy’s Final Thoughts
As MLR navigates its eighth season, the league stands at a pivotal moment. Its growth over the past seven years is undeniable, but challenges remain. Financial sustainability, talent retention, and increased visibility are areas that require continued focus. However, the opportunities ahead—including the Rugby World Cup, expanded media coverage, and grassroots development—offer a roadmap for sustained success.
By capitalizing on these opportunities and addressing its challenges head-on, MLR has the potential to become a lasting force in the North American sports landscape. Rugby fans and stakeholders alike have much to look forward to as the league continues to evolve and write its story. The next chapter promises to be as dynamic and unpredictable as the game itself.
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