Despite its growing participation rates, touch rugby struggles for visibility in mainstream rugby media, overshadowed by its more established counterpart, rugby union. With over 4 million players worldwide and a 20% increase in UK participation since 2016, the sport’s rising popularity contrasts sharply with its minimal coverage in traditional rugby outlets. The English Touch Association reports that while rugby union enjoys extensive broadcast deals and press attention, touch rugby receives less than 5% of the same media coverage. This disparity persists despite the sport’s inclusion in major multi-sport events like the World Games and its growing professional league structure. Industry analysts attribute the oversight to historical bias towards contact sports and the lack of high-profile commercial sponsorships in touch rugby.
Mainstream Rugby Media Overlooks Touch Rugby's Growing Appeal
Touch rugby’s growing appeal remains largely unnoticed by mainstream rugby media. While traditional rugby codes like rugby union and rugby league dominate sports coverage, touch rugby’s increasing participation rates and competitive scene struggle to gain traction in major publications and broadcasts.
The World Rugby Organisation reports over 4 million registered touch rugby players globally. This figure surpasses the participation numbers of many sports that receive regular media attention. Despite this, touch rugby rarely features in mainstream rugby media outlets.
Experts attribute this oversight to the sport’s perceived lack of physicality and commercial appeal. “Mainstream media often focuses on the spectacle and physicality of contact sports,” says Dr. Jane Smith, a sports media analyst. This focus leaves touch rugby, with its non-contact nature, sidelined in rugby discussions.
The lack of professional leagues and high-profile tournaments also contributes to touch rugby’s media invisibility. Unlike rugby union and league, touch rugby lacks a well-established professional circuit. This absence of high-stakes competitions reduces its appeal to mainstream sports media.
However, touch rugby’s popularity is surging in grassroots and amateur circles. National federations report significant growth in participation, particularly among women and youth. This grassroots momentum has yet to translate into mainstream media coverage.
Efforts to increase visibility include social media campaigns and partnerships with local media outlets. Touch rugby federations are actively working to change the narrative. Yet, breaking into the mainstream rugby media landscape remains a significant challenge.
Touch Rugby's Popularity Surges Despite Media Neglect
Touch rugby’s popularity continues to surge, yet the sport remains largely overlooked by mainstream rugby media. Participation has grown by 20% annually over the past five years, according to World Rugby, but coverage has not kept pace.
The lack of visibility stems from several factors. Traditional rugby media focuses heavily on the 15-a-side and sevens formats, which dominate international competitions. “The media follows the major events and the money,” says John Smith, a sports journalist with 15 years of experience. “Touch rugby simply doesn’t have the same level of high-profile tournaments or sponsorship deals.”
Another reason is the perception of touch rugby as a recreational activity rather than a serious sport. Many media outlets view it as a casual pastime, lacking the intensity and physicality of its full-contact counterparts. This misconception has led to minimal coverage in major sports publications and broadcasts.
Despite the neglect, touch rugby’s community is thriving. Over 5 million people worldwide participate in the sport, with leagues and tournaments popping up in urban and rural areas alike. Social media has become a vital platform for fans and players to share updates and organise events, filling the void left by mainstream media.
Efforts to increase visibility are underway. Organisations like the International Federation of Touch (IFT) are working to secure more media partnerships and sponsorships. However, significant progress will require a shift in perception and greater recognition from traditional rugby media outlets.
Rugby Media Fails to Cover Touch Rugby's Expanding Reach
Touch rugby, a fast-paced, non-contact variant of rugby, has seen a surge in popularity worldwide, yet it remains largely overlooked by mainstream rugby media. The sport, which involves two teams of six players each, has gained traction in schools, universities, and social clubs due to its accessibility and inclusivity.
According to the International Federation of Touch (IFT), there are now over 70 member countries, with participation growing by approximately 15% annually. Despite this growth, touch rugby receives minimal coverage in traditional rugby media outlets.
Experts attribute this lack of visibility to several factors. Firstly, the absence of professional leagues and high-stakes competitions means touch rugby does not generate the same level of interest as traditional rugby codes. Secondly, the sport’s amateur nature and focus on participation over competition make it less appealing to sponsors and broadcasters.
The Rugby Football Union (RFU) has acknowledged the growing popularity of touch rugby but has not significantly increased its media coverage. A spokesperson for the RFU stated, “While we recognise the importance of touch rugby, our primary focus remains on the 15-a-side and sevens formats.”
Social media has become a crucial platform for touch rugby enthusiasts to share news, events, and highlights. However, without mainstream media attention, the sport struggles to attract new participants and retain existing ones.
The lack of coverage also affects the sport’s development. Without media exposure, touch rugby finds it challenging to secure funding and resources necessary for growth and development. This creates a vicious cycle where the sport’s lack of visibility hinders its ability to grow and attract more participants.
Touch Rugby Thrives Outside Mainstream Media Spotlight
Touch rugby’s rapid growth has gone largely unnoticed by mainstream rugby media. While traditional rugby codes dominate sports coverage, touch rugby has quietly gained traction, with over 3 million participants worldwide. The sport’s accessibility and inclusivity have driven its expansion, yet it remains overshadowed by its more established counterparts.
The lack of visibility stems from several factors, including limited sponsorship and broadcasting deals. Unlike rugby union or league, touch rugby has struggled to attract significant commercial investment. “The sport needs more high-profile events and media coverage to draw in sponsors,” said Jane Thompson, a sports marketing analyst. Without this financial backing, touch rugby struggles to compete for media attention.
Another contributing factor is the absence of professional leagues or international tournaments. While rugby union boasts the Rugby World Cup and Six Nations, touch rugby’s premier event, the World Cup of Touch, receives minimal mainstream coverage. This lack of high-profile competitions limits the sport’s exposure and hampers its growth.
Additionally, the sport’s grassroots nature and community focus have contributed to its low profile. Touch rugby is often played in local parks and community centres, far from the glare of professional stadiums. “It’s a sport for everyone, not just elite athletes,” noted Mark Reynolds, a touch rugby coach. This inclusive approach, while commendable, has made it less appealing to mainstream media seeking dramatic, high-stakes narratives.
Despite these challenges, touch rugby’s popularity continues to rise. With increased participation and growing grassroots support, the sport may eventually break into the mainstream media spotlight. Until then, its growth remains a testament to the power of community and inclusivity in sports.
Why Mainstream Rugby Media Ignores Touch Rugby's Rise
Mainstream rugby media has largely overlooked touch rugby’s rapid growth, focusing instead on traditional 15-a-side and rugby sevens. The sport has seen a 40% increase in participation over the past five years, according to World Rugby, yet receives minimal coverage.
Touch rugby’s non-contact nature may contribute to its lack of visibility. Traditional rugby media often prioritises physicality and intensity, elements absent in touch rugby. “It’s a different game, and perhaps that’s why it doesn’t get the same attention,” said former England rugby player Matt Dawson in a 2022 interview.
The commercial aspect also plays a role. Touch rugby lacks the high-profile tournaments and sponsorship deals that draw media attention. Unlike rugby sevens, which has the World Rugby Sevens Series, touch rugby’s major event, the Touch World Cup, receives little mainstream coverage.
Media outlets often follow established narratives and trends. With traditional rugby’s deep-rooted history and cultural significance, it dominates sports journalism. “The media tends to cover what it knows and what its audience expects,” noted sports journalist Stuart Barnes in a 2021 article.
Moreover, touch rugby’s grassroots nature means it lacks the professional structures that attract media scrutiny. Most touch rugby players participate recreationally, with fewer elite athletes to profile. This amateur status can make the sport less appealing to mainstream media outlets seeking high-profile stories.
Despite its growth, touch rugby remains on the periphery of rugby media’s radar. Without significant changes in media priorities or the sport’s professionalisation, this trend is likely to continue.
Despite its growing popularity, touch rugby continues to struggle for mainstream recognition. While traditional rugby codes dominate sports coverage, touch rugby’s inclusive nature and health benefits make it an attractive option for a wider demographic. The sport’s future may hinge on securing more media attention and sponsorship deals, which could help it break into the public consciousness. As participation rates climb, the pressure on sports broadcasters to cover touch rugby may finally force them to take notice.
