Rascasse Audience Intelligence

Rugby World Cup Fan Demographics in United Kingdom

Rugby World Cup has an estimated audience of 3.2M people in United Kingdom.

#2among Rugby in United Kingdom
#22among events in United Kingdom
#144in Sports

The average Rugby World Cup fan in United Kingdom is 42.0 years old, more male, and lives primarily in South East.

By number of fans, Rugby World Cup ranks #2 among the 179 objects in Rugby in United Kingdom — 20.7× the group median.

Its fans are 0.7 years older than the group average of 41.3.

Women make up 39.1% of the fan base, 2.8 percentage points more than the group average.

Compared with the other 178 objects in Rugby, Rugby World Cup fans stand out for their interest in World Rugby, Rugby School and Manchester City F.C..

Interest is seasonal: August, September and October account for 83% of the year's searches, April is the quietest month.

Most fans live in South East, South West, Greater London.

Top affinities include Argentina national rugby union team, World Rugby, English Premiership (rugby union), with strongest over-indexing on Argentina national rugby union team (27.8× the country average).

Demographically, the Rugby World Cup audience skews more male with an average age of 42.0, and over-indexes on personality traits such as Patriotism, Sports Activity.

The typical Rugby World Cup fan in United Kingdom is more male, around 42.0 years old, with strong Patriotism tendencies and a notable affinity for Argentina national rugby union team.

Category: Sports · Type: Event · Subtype: Rugby

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
3.2M
in United Kingdom
Gender
39.1%♀
60.9% male
Age
42.0
average years
Country rank
#2365
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

-85%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Rugby World Cup fans

39.1% are female, 60.9% are male, average age 42.0.

Fig. 02

Gender split

39.1%
Female
60.9%
Male
Demographic split for Rugby World Cup audience in United Kingdom
MetricValue
Female39.1%
Male60.9%
Average age42.0
Estimated audience size3.2M
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Rugby World Cup audience in United Kingdom
Age bracketShare%
16-2417%
25-3419%
35-4418%
45-5419%
55+28%
Fig. 04

Worldwide distribution

16.5%

of the worldwide Rugby World Cup audience comes from United Kingdom.

Worldwide audience distribution share by country for Rugby World Cup
CountryShare
United Kingdom16.5%
United States13.9%
Japan12.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Rugby World Cup fans by region: top regions in United Kingdom
#RegionReachAffinity×
01South West~500K1.73×
02Wales~200K1.18×
03East Midlands~300K1.17×
04South East~500K1.14×
05East of England~300K1.05×
06Scotland~200K0.95×
07Greater London~400K0.89×
08Northern Ireland~80K0.88×
09North West~300K0.86×
10North East~100K0.85×
11Yorkshire and the Humber~200K0.67×
12West Midlands~200K0.64×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Rugby World Cup audience vs. the country average
#·InterestCategoryAffinity×
01Argentina national rugby union teamSports27.80×
02World RugbySports16.42×
03English Premiership (rugby union)Sports15.40×
04France national rugby union teamSports14.87×
05Rugby SchoolBusiness & Career14.17×
06Six Nations ChampionshipSports14.03×
07Rugby sevensSports12.95×
08Wales national rugby union teamSports12.51×
09National Rugby LeagueSports10.67×
10Leicester TigersSports10.12×
11Northampton SaintsSports10.02×
12Welsh Rugby UnionSports9.17×
13Scotland national rugby union teamSports8.80×
14England RugbySports8.09×
15Rugby unionSports4.41×
16rugbySports4.03×
17FIFA World CupSports1.95×
18Manchester City F.C.Sports1.91×
19FIFA World Cup 2026Sports1.84×
20Manchester United F.C.Sports1.75×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Rugby World Cup audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Rugby World Cup audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.62×
Sports ActivityPOWER1.37×
Risk AppetiteTHRILL1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Rugby World Cup audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.76×
TraditionCONSERVATISM0.77×
ExtroversionTHRILL0.81×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Rugby World Cup over the last 12 months. Modelled, not counted; people interested in several events count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/gb/rugby-world-cup-6194” · Methodology