How Rugby Is Influencing Celebrity Culture and Entertainment

Rugby has long carried the reputation of a sport for a certain type of person: well-built, well-connected, and probably educated somewhere with a Latin motto on the crest. That image is changing fast, and even though rugby shirts are having a moment, appearing on the likes of Rihanna and Hailey Bieber and on the runways of Prada, the more significant story is what is happening to rugby’s relationship with celebrity culture and entertainment directly.

Ilona Maher: Rugby’s Global Superstar

Having won bronze at the Paris Olympics, American rugby player Ilona Maher became Dancing with the Stars runner-up, appeared on the cover of Sports Illustrated Swimsuit three years running, and won an ESPY Award for Breakthrough Athlete. When she briefly signed for Bristol Bears, ticket demand was so overwhelming her debut was moved to a larger stadium.

Named to the TIME100 Creators List and Forbes 30 Under 30, you won’t see her competing in rugby fixtures today, having stepped away from the sport to pursue a full-time entertainment career. The crossover is complete.

Joe Marler: From the Scrum to Screen

Few rugby players anywhere in the world have crossed into mainstream celebrity culture as completely as Siya Kolisi.

Having led the Springboks to back-to-back World Cup victories, the captain has become one of South Africa’s most recognisable faces, appearing in designer fashion campaigns, attending the NBA All-Star Celebrity Game in Los Angeles alongside Barack Obama, Prince Harry, and a constellation of entertainment A-listers.

In true celebrity fashion, he has kept himself firmly in the entertainment press through his high-profile divorce from Rachel Kolisi and rumoured new relationship with Dutch-Nigerian influencer Rachel John.

Eddie Hearn Bets on Rugby’s Star Power

When boxing promoter Eddie Hearn launched Matchroom Talent Agency and turned immediately to rugby, signing England’s Henry Pollock and Scotland’s Finn Russell, it sent a clear message that the entertainment world has decided rugby’s star power is worth investing in.

Hearn has been characteristically blunt about what he sees as the sport’s problem, stating that unions including England and South Africa need to do far more to build their players into mainstream personalities. For a sport that has historically kept a leash on its stars, his arrival feels like a turning point.

Watch This Space

With the 2026 Six Nations delivering record try-scoring and rugby’s governing bodies actively pushing the sport towards younger audiences, the ingredients for a genuine cultural breakthrough are assembling. The question is whether rugby can capitalise on the moment.

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Adam Regan: Deputy Editor

Features and account management. 7 years media experience. Previously covered features for online and print editions.

Email Adam@MarkMeets.com