On Thursday, the New England Free Jacks were ushered out of Quincy, Massachusetts, by local law enforcement. Typically, rugby squads receive such treatment following extensive post-match celebrations, but this occasion marked a pre-game departure. The Major League Rugby champions were en route to California to defend their title against the Seattle Seawolves.
For a team adept at self-promotion and highlighting their sport, this was an impressive display leading up to Sunday’s championship match. Nic Benson, the chief executive of MLR, was also traveling west.
“The San Diego team owners hosting the game are investing a lot into it,” Benson told the Guardian. “It’ll be a fantastic event. Ticket sales are strong. We anticipate surpassing last year’s attendance [when around 10,000 witnessed the Free Jacks’ victory over the San Diego Legion in Chicago]. We have a great window on Fox. So we’re really looking forward to it.”
Benson described Snapdragon as “a stunning stadium.” It has already hosted a rugby match this year, with the All Blacks and Fiji drawing more fans than Manchester United did during a friendly against Real Betis this week.
Engaging local fans is part of the strategy, focusing on the Legion’s grassroots efforts and appealing to neutral spectators. The success of Seattle and New England in consistently drawing crowds to smaller stadiums week after week helps in this regard.
Benson stated, “The challenge for both Seattle and New England is to expand beyond their current capacity. And that’s the kind of challenge you want as a sports team owner. I know they’re both exploring various strategies to tackle this.”
“If you look across the league, our average attendance has increased by about 40% since 2022. That’s encouraging … it fluctuates, but people are genuinely excited.”
MLR is wrapping up its sixth season in seven years, as 2020 was impacted by Covid. This presents an unusual visibility moment for US rugby, largely due to the Olympics – more on that later – but MLR has not always faced smooth sailing. Two teams that claimed championships, LA in 2021 and New York in 2022, are no longer in existence. Additionally, teams from traditionally rugby-centric areas, Colorado and Atlanta, have also departed the league.
When asked about his current concerns, Benson replied, “The same concerns we’ve always had. We’re a challenger sport in the most competitive sports, entertainment, and media market in the world. Thus, it requires tremendous effort to gain local attention and maintain consistent crowd numbers and media exposure.”
Benson noted it’s a “positive sign” that the Dallas Jackals, who did not win a match in their inaugural season, made it to the western finals this year. Another newer franchise, the Chicago Hounds, fell to New England in the east.
A new team, Anthem RC, struggled without a win. Based in Charlotte, North Carolina, it’s a collaborative initiative with World Rugby, aiming to provide game opportunities for American talent as they prepare for the 2031 World Cup hosted in the US.
“I would consider the Anthem project one of our most significant accomplishments this year,” Benson said. “However, it’s largely unrelated to on-field outcomes.”
“While I believe they improved and became more competitive, it’s about the narrative of the 2031 World Cup approaching and fostering that alliance with World Rugby to develop American athletes. They’ve collaborated with the Fijian Drua [in Super Rugby], but this marks a first within a private league.”
“To successfully launch Anthem was a key milestone for our commitment to collaboration. We aim to build an ecosystem with World Rugby because we all gain from it.”
Benson emphasized the importance of ensuring that Scott Lawrence, the coach of the men’s Eagles, “has access to the right players.” This necessity was evident in a disappointing but not disheartening 42-7 loss to Scotland in Washington last month.
When asked if MLR might draw inspiration from the US women’s thrilling bronze medal performance in Olympic sevens in Paris this week, Benson remarked: “First and foremost, it’s a women’s moment. They deserve their time in the spotlight.”
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However, he pointed out: “We must be advocates for the game … anything that inspires a young boy or girl about rugby, encouraging them to explore and discover more about the sport, is fantastic to me. Whether you’re a fan of women’s sevens or the All Blacks, if you embrace rugby in the United States, that’s a win. Eventually, you’ll become an MLR supporter.”
Benson expressed hope that the example set by Ilona Maher, an Olympic standout and social media influencer, would encourage more children to take up rugby, where they can “cultivate the instincts needed, particularly in critical decision-making situations.”
In Sunday’s match, many pivotal roles will be occupied by international players. The Free Jacks’ fly-half, Jayson Potroz, who was recognized as the player of the match in last year’s final, hails from New Zealand, representing Taranaki. Meanwhile, Reece Macdonald, another Kiwi, gained recognition in the Shute Shield club competition in Sydney.
For Seattle, Mack Mason, an Australian with prior Super Rugby experience at New South Wales Waratahs, oversees the fly-half position. His scrum-half, JP Smith, represents the US internationally but originally hails from South Africa, having played for several of its top clubs, including the Blue Bulls, Free State Cheetahs, and Eastern Province Elephants.
Nonetheless, from the powerful Seattle hooker Joe Taufete’e to the Free Jacks’ prop Kaleb Geiger, who only discovered rugby a few years ago, both finalists boast significant American talent.
“This year marked our largest national media package by an impressive margin,” Benson noted. “We had more games broadcast on FS1 and FS2. This clearly provides us with an excellent platform.”
A prime showcase indeed. Now comes the big pitch.
