Former NZ Rugby chief executive Mark Robinson has been appointed World Rugby’s new chief of rugby, a senior role focused on expanding the game’s global appeal, commercial relevance and fan engagement.
Robinson, who officially joins in May, will help shape World Rugby’s new five-year strategy at a time of significant change, including the launch of the Nations Cup and ongoing challenges attracting new audiences outside World Cups.
Known for driving digital growth and global brand strategy during his NZR tenure, Robinson is expected to apply that experience to a fragmented international landscape, balancing innovation with the sport’s core values, while first delivering a sport-wide review of game philosophy and match official alignment ahead of the 2026 Shape of the Game conference.
He couldnt run a piss up in a brewery. The popularity of rugby in nz dropped significantly under his tenure.