England Rugby has launched its new strategy for the next four years (Plan 2030: More than a Game) setting out a clear, ambitious and realistic plan to grow the game, enrich lives and ensure rugby continues to thrive at every level across the country.

The strategy recognises that while rugby remains one of England's most popular sports, the world around it is changing fast, and presents a plan focused on making sure the game continues to thrive for future generations.

Built around four connected goals – Play, Perform, Follow and Fund – the strategy reflects rugby’s unique values, its deep community roots and world in which the sport now operates.

The four big goals are:

Play: getting more people playing rugby, for longer

The strategy puts participation at its heart; with a focus on making rugby relevant, accessible and enjoyable for all ages. With an overall goal of attracting an additional 50,000 registered players (from a base of 290,000 currently), the strategy sets out a plan to grow the game in schools and colleges, expand age-appropriate and inclusive formats such as T1 Rugby, and improve experiences at key transition points where players are most likely to drop out.

Perform: consistently winning senior international competitions

Success on the international stage remains a powerful source of inspiration. England Rugby will strengthen alignment across the professional game, invest in coaching and performance pathways, and continue to lead globally on player welfare and safety. The aim is not only to consistently win senior international competitions, but to do so in a way that inspires future generations and supports a thriving domestic game.

Follow: building a new generation of passionate fans

In an increasingly competitive sport and entertainment landscape, the strategy recognises the need to deepen connections with existing supporters while reaching new audiences and targets an additional 500,000 passionate fans of our national teams (from a base of 5.2m currently). By telling compelling stories, evolving matchday experiences and investing in world-class digital content, England Rugby aims to grow and diversify its fanbase, turning interest into long-term loyalty.

Fund: investing sustainably in the whole game

To support growth from grassroots to elite, England Rugby plans to invest £500 million back into the sport by 2030 – a multiyear commitment for investment across all aspects of the sport. This includes investment into the community game; diversifying income streams and maximising the long-term value of Allianz Stadium, while making responsible investment choices that secure the game’s financial future.

Delivering these goals will require change. The strategy identifies four critical areas of focus where England Rugby will do things differently:

• Making it easier for clubs and volunteers to run the game, reducing complexity and supporting those who give their time to rugby.

  
  

• Breaking new ground as global leaders in the women and girls' game, on and off the field, from performance and welfare to governance and innovation. (A standalone women and girls' strategy was launched in 2025 which you can read here)

  
  

• Ensuring rugby remains relevant to young people, reflecting how they live, play and engage with sport today.

  
  

• Relentlessly pursuing the safest possible version of the game, protecting rugby’s physical identity while constantly learning and improving.

  
  

• The strategy is rooted in the belief that rugby is more than just a sport. It is a force for good, a source of belonging and a game that connects people and communities across England.

Bill Sweeney, Chief Executive Officer, said:

“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. 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.”

Sir James Wates CBE, Chair of the RFU Board said:

“Rugby is a unique sport, built on values, connection and community, and that responsibility sits at the heart of this strategy. Our role is to protect what makes rugby special, while ensuring it continues to thrive in a changing world."

“Clubs and volunteers are the lifeblood of our game, and this strategy recognises the growing pressures they face. Making the game easier to run, strengthening trust across the system and supporting those who give their time is essential to rugby’s future."

“This is a strategy grounded in our vision that we believe rugby in England can emerge stronger, more relevant and more connected by 2030.”