Major League Rugby appointed OS Studios to help modernise the league’s fan experience, content ecosystem and broadcast presentation while accelerating audience growth across North America.

Rugby has passionate supporters but remains a challenger sport in North America. The league needed to create stronger connections with existing fans while making the sport more accessible to new audiences.

OS Studios partnered with league leadership, clubs and stakeholders to develop a comprehensive fan engagement strategy spanning live events, content, social media, supporter experiences and championship programming. The focus was not simply on attracting viewers but building long-term fandom around clubs, players and the league itself.

The partnership positioned MLR for its next phase of growth, creating a foundation for stronger fan engagement, broader visibility and long-term commercial expansion.

A long-term partnership focused on growing fan engagement, elevating league presentation and creating new commercial opportunities across live events, content and digital platforms.

Developed fan engagement strategy, content programming, event concepts, marketing initiatives and broadcast support as the league’s Fan Engagement and Fan Experience Agency of Record.