Rugby is one of the biggest sports in the UK but in the U.S., there’s certainly not as much traction, with the NFL taking front and center.
However, with this new strategic partnership between SCCG Management and Major League Rugby (MLR), we could see an uptick, with potential sports betting partners being explored.
The collaboration aims to leverage SCCG’s expertise in the sports betting market to enhance fan engagement and drive new revenue streams for the league.
Expanding rugby’s reach through betting partnerships
As MLR continues to establish itself as the top professional rugby competition in North America, the league is looking to integrate sports betting into its growth strategy.
SCCG, with its extensive network and industry experience, will collaborate closely with MLR to form partnerships with sports betting operators and navigate the less than easy to understand regulatory landscape.
Nic Benson, CEO of MLR, emphasized the league’s commitment to the project and how he sees it going in the future:
“This partnership with SCCG is a significant step forward as we explore the potential of the regulated sports betting market. Our goal is to enhance the fan experience while supporting the sport’s growth ahead of the Rugby World Cups in 2031 and 2033.”
A turning point for rugby and betting in North America
SCCG’s involvement comes at a crucial time as the U.S. sports betting market continues through the current twists and turns.
Stephen Crystal, CEO of SCCG, highlighted the importance of the collaboration:
“We’re at a pivotal moment for sports betting in the U.S., and Major League Rugby is taking a forward-thinking approach. This partnership is about using sports betting as a tool to engage fans and accelerate the growth of rugby in North America.”
MLR’s growth and future prospects
The league’s seventh season, which begins on March 2, features 12 teams across two conferences, including new franchises in Miami, Los Angeles, and Charlotte.
With increased national exposure and the U.S. set to host the Rugby World Cup in 2031, MLR is positioning itself to take advantage of rugby’s rising popularity.
By integrating sports betting, MLR aims to attract new audiences and solidify its place as a key player in the North American sports landscape.
