New era dawns for men’s rugby as Australia 2027 brand is unveiled

Article by Byron Lukas

As the world of rugby looks forward to an exciting new chapter, the anticipation for the Men’s Rugby World Cup 2027 is reaching a fever pitch. 

Australia, the 2027 Men’s Rugby World Cup host nation, has officially unveiled a spectacular new logo and visual identity for the tournament. This bold initiative aims to unite fans globally as elite teams compete for the coveted Webb Ellis Cup.

Scheduled to take place from 1 October to 13 November 2027, the tournament will be the first men’s Rugby World Cup to feature an expanded format with 24 teams. This change embodies a commitment to inclusivity and excitement.

This historic expansion aims to foster a diverse fan base, break down barriers, and leave a lasting positive legacy both for Australians and for the sport across the region.

Capturing Australia’s rich heritage

The logo features a vibrant orange hue, symbolising the warmth of the sun and the distinctive beauty of the land. Its design is anchored by flowing lines that evoke the nation’s coastlines, layered rock formations, and winding rivers, all converging around the Rugby World Cup ball – a powerful representation of the sport at its core.

Integral to this visual identity is a tapestry created by Riki Salam, a We Are 27 Creative artist of Aboriginal and Torres Strait Islander heritage. Salam uses contemporary Indigenous art to celebrate Australia’s diverse cultural landscape.

The design draws inspiration from the spirit of the land, sea, and sky – elements of profound significance in First Nations cultures. It weaves together a vision of a truly united Australia.

According to rugbyworldcup.com, Riki Salam expressed his honour in integrating Indigenous artistry within the Rugby World Cup’s visual identity: “With permission, cultural knowledge, and deep respect, our goal was to represent the diverse Aboriginal and Torres Strait Islander cultures from across Australia in a contemporary design. I’m truly impressed with the outcome and how seamlessly my work integrates into the Rugby World Cup 2027 visual identity, while also contributing to greater global awareness of Indigenous peoples and cultures.”

World Rugby Chair Brett Robinson further emphasized the significance of this tournament, seeing it not just as a sporting event but as a statement on the future of rugby. He remarked:

“Australia 2027 represents more than just a tournament. It is a powerful statement about the future of our sport and the way we can grow the game by making it even more inclusive and entertaining. The expanded format, combined with a fresh, bold vision and visual identity, will showcase the very best of rugby to audiences worldwide and cement its own place in Rugby World Cup history. This tournament will also feature a fantastic display of Australian cultures and leave a positive rugby and societal legacy for Australians and the sport across the region.”

The journey to Australia 2027 begins in January

A series of regional qualifiers will take place in 2025, where 12 teams will earn their spots in the eagerly awaited tournament.

Excitement is palpable as rugby fans worldwide can look forward to unforgettable memories, fierce competition, and the shared joy of a truly global celebration of sport at the Men’s Rugby World Cup Australia 2027.

To stay updated on the latest news and ticket releases, fans can register their interest on the Rugby World Cup 2027 website.