Spain’s 2035 Rugby World Cup Bid: Ambition Beyond the Pitch

The Estadio Santiago Bernabéu in Madrid could soon host rugby’s biggest event. The Spanish Rugby Federation (FER) launched its bid for the 2035 Rugby World Cup on October 12, 2023. This initiative aims to bring the tournament to Spain for the first time.

With backing from Spain’s National Sports Council and private sponsors, this bid represents a shift for a nation traditionally focused on football. Spain’s campaign aligns with World Rugby’s efforts to expand into new markets, especially in Europe and the Americas. Alan Gilpin, CEO of World Rugby, stated, "We must embrace new geographies to grow the sport."

The 2031 and 2033 tournaments awarded to the United States illustrate this trend. Spain plans to utilize established football venues and new multi-purpose stadiums to host its largest rugby event. The FER’s preliminary plan includes 12 host cities, such as Madrid, Barcelona, Seville, and Bilbao, each with existing infrastructure. "This is a project for Spain as a whole," said Alfonso Feijoo, President of FER, at the launch event. He also mentioned Spain’s ambition to host major international events, including a potential joint bid for the FIFA World Cup in 2030 with Portugal and Morocco.

Spain’s rugby profile has grown steadily over the past decade. The men’s team, Los Leones, narrowly missed qualifying for the 2023 Rugby World Cup in France due to an eligibility dispute but remains competitive in Europe’s Rugby Championship. The women’s team, Las Leonas, has excelled in European tournaments, fostering grassroots growth. The domestic rugby scene, led by clubs like VRAC Quesos Entrepinares, has seen increased fan engagement. According to FER, registered rugby players in Spain rose by 55% from 2015 to 2022, totaling 38,000.

Funding and infrastructure improvements are crucial for Spain’s 2035 bid. The Spanish government has pledged €200 million (approximately $213 million) for facility upgrades. Sponsorships from companies like Iberdrola, which supports grassroots rugby development, strengthen the financial foundation. "We see rugby as a development opportunity for communities across Spain," said José Manuel Franco, president of the National Sports Council.

However, challenges remain. Spain’s rugby culture, while growing, does not yet match the popularity seen in England or New Zealand. The Rugby World Cup’s commercial success depends on ticket sales and broadcast deals, which rely on local interest. The FER plans to enhance rugby’s domestic profile through school programs and community initiatives before 2035, but skeptics doubt the timeline's adequacy. Logistical issues, particularly adapting football venues for rugby, also pose risks.

World Rugby will announce the 2035 host in 2027, following a bidding process beginning in late 2024. Spain will likely compete against Argentina, which seeks South America’s first Rugby World Cup, and possibly Italy. Gilpin and other officials have suggested that the selection process will heavily consider a nation’s ability to expand the sport’s reach. Spain’s compelling case must overcome the disadvantage of competing against countries with established rugby ecosystems.

Spain’s bid reflects broader trends in rugby. The sport seeks to diversify its global presence amid stagnation in traditional strongholds. The 2019 Rugby World Cup in Japan set attendance and viewership records, aided by the host nation’s remarkable performance, including an upset against Ireland. Additionally, rugby sevens' Olympic inclusion has given smaller markets like Kenya and Fiji a platform. By aligning its 2035 campaign with this momentum, Spain positions itself within rugby’s next frontier, though uncertainties remain.

If successful, hosting the Rugby World Cup would culminate years of investment and potentially catalyze regional growth. The decision rests not only on Spain’s plans but also on the willingness of World Rugby’s member unions to take what Feijoo has called a "calculated leap." As Spain awaits the formal bidding process in 2024, it must demonstrate that its vision for 2035 aligns with global priorities.