Bringing Rugby Closer to Spanish-Speaking Fans: World Rugby’s Digital Growth in LATAM & Spain

Mission

Samba Digital supports World Rugby in its ambition to expand its reach among Spanish-speaking audiences, particularly in Latin America and Spain.
As Los Pumas (Argentina) continue to establish themselves as one of the top rugby nations in the world, the challenge is clear: strengthen the digital presence of World Rugby’s two key brands — Rugby World Cup and Rugby Pass — across priority markets like Argentina, Uruguay, and Spain, by engaging a passionate, yet still growing, community.

Results

Just a few months into the project, our targeted efforts have delivered clear results across both brands:

• +9% audience growth on Rugby Pass social channels
• Over 2,400 posts created across Rugby Pass platform
• +7% audience growth for Rugby World Cup Spanish accounts
• 209,000 total followers on Rugby World Cup in Spanish

These results reflect the rising popularity of rugby in Spanish-speaking countries and highlight the importance of localized content strategies in uniting a new generation of fans around the sport’s biggest global competitions.

Approach

Samba Digital developed a dual-brand, multi-channel strategy built around both World Rugby properties:

– Rugby World Cup: Focused on highlighting major international tournaments, match highlights, behind-the-scenes access, and the achievements of Spanish-speaking nations.
– Rugby Pass: Delivered consistent, community-driven content, centered on rugby news and stories from local markets — all tailored specifically for social media.

We activated several platforms, including TikTok, Instagram, X, and Facebook, with content that was:

• Fully localized in Spanish, not just translated, but adapted in tone and messaging

• Visually and editorially aligned with Latin American rugby culture

• Designed to resonate with younger fans,  leveraging Reels, Stories, and short-form formats

Objective: Build a loyal, engaged community while supporting the organic growth of official pages.

@rugbyworldcup_es El que es campeón del mundo festeja, como quiere… 🕺🏾 #RWC2023 #RWCFinal #NZLvRSA ♬ MUSIK FYP – Remix – Dj unodhowhow & Jungle dutch