Spain must host 2035 Rugby World Cup because Europe is sport’s commercial hub

Friday 23 October 2026 5:00 am | Updated: Wednesday 21 October 2026 11:20 am

Just imagine watching a Rugby World Cup final at FC Barcelona’s Camp Nou. It would be sensational. And it is not beyond the realms of possibility anymore after Spain announced its intention to bid for the 2035 tournament.

Going up against Japan, which staged the tournament successfully – albeit with a typhoon interrupting proceedings – in 2019, and Argentina – one of those nations alongside the likes of Ireland who you assume should have hosted the tournament at some point but never have – will not be easy but it is the right choice.

The nation has the stadium capacity – does anyone fancy an England game at the Estadio Gran Canaria in Las Palmas? – and the geographic proximity to the six major European rugby nations, whose fans have a huge disposable income compared to those in South America.

It may have the least storied history of the three potential hosts but it has one nonetheless: its women’s team was once part of the Six Nations before bureaucracy saw them replaced with Italy, sevens has a strong footing in the country and the national 15s team is competitive. Plus it hosted the 2016 French Top 14 final in Barcelona, drawing a crowd of 99,124 when Parisians Racing 92 beat Toulon.

There have been reports this week that between now and staging the World Cup, Spain could find themselves in the second-tier EPCR Challenge Cup, and potentially the multi-national United Rugby Championship. Could they replace the franchise which the Welsh Rugby Union chooses to cut?

Three daily briefings with the key market moves and top business and political stories.

And because there wouldn’t be too much redevelopment required to host a World Cup in nine years’ time, we can get right down to the act of promoting it early. The British and Irish Lions could stage their pre-2029 or 2033 tour match at Camp Nou, the Bernabeu or Metropolitano and we could see Top 14 semi-finals staged in the Basque country like they were in 2023 when the two matches were played in San Sebastian.

The point is this: Spain is ready and Europe is the breadbasket of the sport. A World Cup in Argentina could have a similar effect on the game as the 2019 edition did in Japan. And a World Cup in Japan could cement the status of rugby 20 years after the side broke onto the scene with a win against South Africa at the 2015 edition in England.

But the reality is that rugby needs Europe and a European presence. Going to Japan or Argentina would mean a third straight World Cup in a poor timezone for the huge swathe of the sport’s audience based across the continent – and in South Africa, too. With Australia staging in 2027 and the United States taking the reins in 2031, the sport needs a solid presence back in the region where crowds are guaranteed – at a higher price point – and where disposable income means higher merch, beer and food sales across the tournament.

The only risk is that the same old faces swap their red trousers for red swim shorts and deny locals entry into the stands, but the sport has moved well beyond that now and it is time to see Spain star and become a major force in the sport.

From the source Former England Sevens captain Ollie Phillips is the founder of Optimist Performance. Follow Ollie @OlliePhillips11