Ask anyone who’s been to a Saturday afternoon match in Auckland, Cardiff, or Pretoria, and they’ll tell you: rugby isn’t just a sport there - it’s part of the air people breathe. It’s not about stats or trophies alone. It’s about identity, history, and community. So where is rugby most popular? The answer isn’t a single country. It’s a handful of places where the game runs deep - deeper than any league table or sponsorship deal could ever capture.
New Zealand: The heartbeat of rugby
If you want to feel rugby’s soul, go to New Zealand. The All Blacks aren’t just the most successful team in international rugby - they’re a national symbol. Winning 80% of their test matches since 1903, they’ve turned the haka into a global spectacle. But it’s not just about the national team. In small towns like Hawke’s Bay or Whanganui, local clubs still draw crowds bigger than some professional soccer teams. School rugby is mandatory in many places. Kids as young as six play in full gear, learning tackle technique before they can tie their own shoelaces. The game is woven into the education system, the media, and even the way people talk. When the All Blacks lose, the whole country feels it. When they win, the entire nation celebrates like it’s a public holiday.
England: Where the game was born - and still thrives
Rugby was invented in 1823 at Rugby School in Warwickshire, and England still holds onto that legacy with fierce pride. The Six Nations Championship draws over 2 million viewers per match on TV, and Twickenham Stadium regularly sells out 82,000 seats. But beyond the professional level, grassroots rugby is alive. Over 2,000 clubs operate across the country, with more than 2.3 million people playing or involved in some capacity. It’s not just a sport for the elite - it’s played in state schools, working-class towns, and even in prisons. The English Premiership has seen a resurgence in recent years, with clubs like Saracens and Exeter Chiefs building loyal followings. The game’s roots here are physical, emotional, and deeply tied to class and regional identity.
South Africa: Rugby as reconciliation
South Africa’s relationship with rugby is unlike any other. After decades of apartheid, the 1995 Rugby World Cup became a turning point. Nelson Mandela wearing the Springboks jersey wasn’t just a gesture - it was a nation healing. Today, the Springboks are the most successful team in World Cup history, with four titles (1995, 2007, 2019, 2023). But the game’s popularity goes beyond national wins. In townships like Soweto and Khayelitsha, rugby is one of the few pathways out of poverty. Organizations like the South African Rugby Union run development programs that reach over 100,000 children annually. The country’s rugby culture is raw, loud, and fiercely proud. Stadiums like Ellis Park and Cape Town Stadium become cathedrals on match days. The crowd chants in Zulu, Xhosa, and Afrikaans - all united under one jersey.
France: Passion with a twist
France doesn’t just play rugby - it lives it with drama, flair, and a touch of chaos. The French national team, Les Bleus, is known for its unpredictable brilliance. They’ve won the Six Nations 11 times since 2000 and reached the World Cup final three times in the last 20 years. But what makes rugby in France special is its regional divide. In the southwest - places like Toulouse, Bordeaux, and Biarritz - rugby is religion. Stade Toulousain has over 200,000 members and has won 22 domestic titles. The Top 14 league is the most attended in Europe, with average crowds of 18,000. In Paris, rugby is often seen as a working-class sport, while in the south, it’s tied to local pride and tradition. French fans don’t just watch games - they argue about them, sing about them, and sometimes storm the pitch. The passion is real, messy, and unforgettable.
Australia: Power, pride, and the Wallabies
Australia’s rugby scene is a mix of elite performance and grassroots grit. The Wallabies have won two World Cups (1991, 1999) and consistently rank in the top three globally. But the sport’s popularity has dipped slightly since the 2000s, with Australian Rules Football and rugby league pulling attention away. Still, in Queensland and New South Wales, rugby union remains king. Ballymore Stadium in Brisbane and the Sydney Cricket Ground still fill up for international matches. School competitions like the GPS (Great Public Schools) tournament draw thousands of spectators. The Super Rugby Pacific competition includes Australian teams like the Queensland Reds and the NSW Waratahs, who’ve built passionate fanbases despite financial struggles. What keeps rugby alive here? Tradition. Family. And the fact that, for many, wearing the green and gold is still the highest honor.
Wales: Small nation, huge heart
With a population of just 3.1 million, Wales punches far above its weight. The national team has won the Six Nations 28 times - more than any other country. Millennium Stadium in Cardiff regularly sells out for every match, and the roar of 74,000 fans is one of the loudest in world sport. Rugby is the heartbeat of Welsh identity. In villages like Llanelli and Neath, kids grow up dreaming of playing for the national team. The Welsh Rugby Union invests heavily in youth academies, and nearly 15% of the population plays the game at some level. The game’s simplicity - just a ball, a patch of grass, and a lot of heart - makes it accessible. And when the Welsh team wins, the whole country stops. Traffic halts. Shops close. People hug strangers. That’s how deep it runs.
Japan: The rising force
Japan’s rugby story is one of the most inspiring in modern sport. Before 2015, few outside Asia took Japanese rugby seriously. Then came the 2015 World Cup - when Japan beat South Africa 34-32 in one of the greatest upsets in sports history. The 2019 World Cup, hosted by Japan, changed everything. Over 1.7 million tickets were sold. Crowds filled stadiums in Fukuoka, Kobe, and Tokyo. Schools added rugby to their curricula. Corporations began sponsoring local clubs. Today, Japan’s national team, the Brave Blossoms, is ranked in the top 10 globally. The Top League (now Japan Rugby League One) has professional teams backed by companies like Suntory and Toyota. While rugby isn’t yet as big as baseball or soccer, its growth is exponential. The 2023 World Cup saw Japan reach the quarterfinals again. The future here isn’t just bright - it’s loud, fast, and full of energy.
Other places with growing rugby scenes
It’s not just the traditional powerhouses. Fiji, Samoa, and Tonga produce more world-class players per capita than any other nation. Fijian players dominate professional leagues in Europe and Australia. Their style - fast, physical, and creative - has changed how the game is played. Argentina, despite being in South America, is a full member of World Rugby and regularly competes with the top teams. Their Pumas beat New Zealand in 2020 and reached the 2007 World Cup final. Italy, though inconsistent, has a solid domestic structure and passionate fans in the north. Even countries like Georgia and Uruguay are making strides. Georgia’s national team, the Lelos, are known for their dominant scrums and are now ranked 12th in the world. Their players often start training at age eight in rural villages.
Why does rugby stick in these places?
Rugby doesn’t spread because it’s easy. It’s brutal. It’s expensive. It requires space, gear, and time. So why does it thrive in these specific countries? Because it’s tied to something bigger than sport. In New Zealand and Wales, it’s about national pride. In South Africa, it’s about unity. In France, it’s about regional identity. In Japan, it’s about proving yourself on the world stage. In Fiji, it’s about escape and opportunity. The game survives because communities choose it - not because it’s marketed, but because it matters.
What about the rest of the world?
Outside these core nations, rugby is growing - slowly. In the United States, Major League Rugby has expanded to 13 teams, but it still struggles for attention. In Canada, rugby union is overshadowed by hockey and football. In Brazil and China, it’s mostly played by expats and universities. But the global footprint is expanding. The World Rugby organization has invested heavily in development programs across Africa, Asia, and Latin America. And with women’s rugby exploding - the 2025 Women’s Rugby World Cup will be the largest ever - the game’s future isn’t just in the old strongholds. It’s spreading.
Is rugby more popular than soccer in any country?
Yes - in New Zealand, Wales, Fiji, and parts of South Africa, rugby union is more popular than soccer. In New Zealand, the All Blacks draw bigger crowds and more media attention than the national soccer team. In Wales, rugby is the national sport, and soccer is seen as secondary. In Fiji, rugby is the only sport that unites the entire country - kids grow up playing rugby, not soccer.
Why is rugby so big in France but not in Germany?
Rugby in France is rooted in regional identity, especially in the southwest, where it’s been played since the 1800s. It became tied to local pride and class identity. Germany, on the other hand, has a strong football culture and limited historical rugby presence. The sport was introduced late, never got institutional support, and competed with soccer, handball, and ice hockey. Without schools or media backing, rugby never took root.
Do people in Japan play rugby as kids?
Yes - and it’s growing fast. Since hosting the 2019 World Cup, over 1,200 Japanese high schools now have rugby teams. Many elementary schools have introduced modified versions of the game. Corporate clubs like Suntory Sungoliath and Toyota Verblitz also run youth academies. The number of registered players has jumped from 100,000 in 2015 to over 170,000 in 2025.
Is rugby declining in Australia?
It’s not declining - it’s shifting. Rugby union has lost ground to rugby league and Australian Rules Football in some areas, especially in Queensland and New South Wales. But the national team still draws huge crowds, and youth participation in schools remains strong. The key challenge is funding and media exposure. Still, with the Wallabies’ recent World Cup runs and new investment in grassroots programs, rugby union is stabilizing.
Which country has the most rugby players?
England has the highest number of registered rugby players - over 2.3 million - thanks to its large population and deep grassroots structure. But if you look at participation per capita, Fiji leads. Nearly 1 in 10 Fijians plays rugby. New Zealand and Wales also have very high participation rates relative to their size.