England Rugby unveils four-year growth strategy

England Rugby has launched a new four-year strategic plan titled Plan 2030: More than a Game, outlining how it aims to grow participation, strengthen performance, expand its fanbase and invest sustainably in the sport across the country.

At the core of the strategy is a target to increase registered players by 50,000 from the current base of around 290,000.

The plan prioritises growth in schools and colleges, wider use of age-appropriate formats such as T1 Rugby, and reducing drop-out rates during key transition stages.

On the elite side, England Rugby has reaffirmed its ambition to consistently compete for and win senior international titles by improving alignment across the professional game and investing further in coaching, pathways and player welfare.

The strategy also targets an additional 500,000 engaged supporters, building on an existing fanbase of around 5.2 million.

This will be driven through improved matchday experiences, stronger storytelling and increased digital engagement.

Financially, England Rugby plans to reinvest £500 million into the game by 2030, supporting both grassroots and elite levels while maximising long-term returns from Allianz Stadium.

“Rugby in England has made real progress over the last few years, but we also know the environment we’re operating in is more competitive and more complex than ever," said Chief Executive Officer Bill Sweeney.

"This strategy is about building on our strengths, being honest about where we need to improve, and setting a clear direction for the next stage of the game’s development.

“Our four goals – Play, Perform, Follow and Fund – reflect the whole rugby ecosystem. From getting more young people playing and supporting our clubs and volunteers, to winning on the international stage and investing sustainably in the game, this is a joined-up plan for long-term success.

“We’re ambitious, but we’re also realistic. Delivering this strategy means doing some things differently; modernising how we work, staying relevant to young people, and continuing to lead the world on player welfare and safety. Above all, it’s about working with the rugby family to shape the future of the game together.”