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Records Broken as VURC’s Growth Continues

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The extraordinary growth of the Vodacom United Rugby Championship (VURC) continues for the third consecutive season, setting new attendance and broadcast records. The VURC has solidified its position as the fastest-growing rugby competition on social media and has seen a phenomenal rise on YouTube.

Record-Breaking Audience Figures

The 2023/24 URC season was the most competitive and unpredictable in the league’s history, attracting a total audience of 47.7 million, shattering the previous high of 37.4 million set in 2023. One of the most notable metrics was the Round 11 audience of 3.4 million during a break week in the Guinness Six Nations. Additionally, seven rounds achieved audiences of over 2.5 million, with the seven-game Play-Off series drawing in 4.7 million viewers, averaging 671,428 per game. The Vodacom Bulls' epic Semi-Final clash with Leinster attracted 947,589 viewers, and the Grand Final against Glasgow Warriors was watched by 1.1 million fans.

Global Audience Expansion

The URC's overseas audience grew by an impressive 138% to 6.2 million. Martin Anayi, CEO of United Rugby Championship, highlighted the league's international appeal: “There is an incredible array of international stars and next-gen talent taking to the pitch every single week in the URC, and that is a major attraction."

Increasing Matchday Attendance

The URC recorded a 3% rise in overall attendances, setting a new record of 1.69 million with an average attendance of 11,200 per game. Round 9 saw a new record for the most fans attending a single round, with 146,000 spectators across eight games in Ireland, Italy, Scotland, South Africa, and Wales. Anayi credited the collaborative efforts between clubs, the league, broadcasters, and commercial partners for this success.

Social Media and YouTube Growth

The URC's social media channels have seen remarkable growth, with the league becoming the fastest-growing rugby competition across social media. The total follower count increased by 29% to 1.3 million, with engagement improving by 22%. TikTok, Facebook, and Instagram were key drivers in this growth. Additionally, the league’s official YouTube channel saw a staggering 336% increase in views, from 8.7 million to 40.6 million, and an 84% increase in subscribers.

Anayi emphasized the importance of social media and YouTube: “Our channels are the key connection to our fans and an incredible shop window to draw in new supporters. The availability of YouTube across mobile, smart TVs, and desktops means it’s accessible to a vast audience, further establishing our presence as a key rugby destination.”

Looking Ahead

With teams upgrading their stadiums over the next 18 months and continuous improvements in match-day experiences, the URC is poised for even greater growth in the future. The league's success is a testament to the dedication of the clubs, players, coaches, and broadcasters who have made the VURC what it is today.


Image Credits: © Vodacom Bulls
[Submitted by Kevin Rademeyer]

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Kevin Rademeyer



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