Major League Rugby (MLR), North America‘s premier rugby union competition, has announced a multi-year partnership with content creation agency OS Studios. The collaboration aims to enhance MLR’s digital presence through broadcast production, social media content, and a comprehensive fan engagement approach designed to strengthen community ties.
Long-Term Vision for Rugby Growth in the United States
This deal seeks to expand the league’s digital footprint over the next five years, supporting rugby’s broader development in the U.S. The country is set to host the men’s Rugby World Cup in 2031, followed by the women’s tournament in 2033. MLR has expressed an ambition for the league to evolve into the “sports’ most accessible, community-driven league” by 2035.
Lucas Reid, Chief Revenue Officer at Major League Rugby, stated:
We are building a space where fans are the architects of the culture. By combining our innovation on the pitch with OS Studios’ ability to engage next-gen audiences and build digital communities, we are ensuring MLR becomes integral to North America’s entertainment and sports attention.
OS Studios’ Role in Shaping Fan Engagement
OS Studios will act as MLR’s primary agency partner, overseeing broadcast content and social engagement strategies. Paul Guest, Senior Vice President for Sports Strategy and Growth at OS Studios, highlighted the importance of connecting fans with players beyond the game. He said:
For US audiences to care about players on the pitch, they need to care about the players off it. We’re not focusing on trying to explain when a ruck is formed or if a lineout is straight – entertainment and excitement have to come before education. We are working with all stakeholders long term, from the league to the franchises, to partners, and the international community.
Context of the Partnership and Upcoming Season
OS Studios brings experience from previous collaborations with Major League Soccer and the NBA 2K esports competition. Last year, it appointed NBA executive Sharon Fuller to spearhead its growing sports division.
The upcoming 2026 MLR season begins on March 26 and will run through the Grand Final on June 21. Six teams—based in Seattle, Southern California, Chicago, Charlotte, Washington, D.C., and Boston—will compete for the championship during this period.
Potential Impact on Rugby and Digital Entertainment in North America
This collaboration positions MLR to advance rugby’s popularity and integrate the sport more deeply into North American digital entertainment landscapes. By merging innovative game-day experiences with dynamic digital content, MLR and OS Studios aim to attract younger audiences and build sustainable fan communities.
