Could Dubai Be the Next Frontier for Elite International Rugby Tests?

While talks of a Middle East-based bid to stage the 2035 Rugby World Cup have cooled ahead of the formal submission deadline next month, the region's long-term place in the international game remains a compelling topic. Despite a combined project involving Saudi Arabia, the UAE, and Qatar being floated last year, the timeline appears too soon, especially as Saudi Arabia's Public Investment Fund adjusted its sports funding strategy.

As South Africa and New Zealand prepare to face off in Baltimore for the deciding fourth match of 'Rugby’s Greatest Rivalry'—part of a strategy to build interest ahead of the United States hosting the 2031 World Cup—questions arise about expanding to other non-traditional markets. While rugby cannot match the global financial scale of football's World Cup, the sport has previously found success outside its traditional strongholds, notably during the 2019 World Cup in Japan, which drew record global viewers and high attendance.

Bringing elite Test rugby to the Gulf could serve as a foundational step, much like the approach being taken in the United States. Although past discussions regarding potential matches in Dubai—such as a proposed Test between South Africa and Ireland, or a fixture featuring France and the Barbarians—did not materialize, the area boasts a proven appetite for the sport. The annual Dubai Sevens continues to draw massive crowds, including nearly 90,000 attendees across a three-day weekend, and lower-tier XVs matches involving teams like the UAE, Germany, Belgium, Samoa, Japan, and Brazil have demonstrated local engagement.

Former South Africa rugby captain Bob Skinstad believes that leveraging the region's strong expat communities and ease of travel could make hosting a major Test a viable and exciting prospect, mirroring the calculated strategy currently being utilized in the United States.