James Rothwell

James Rothwell is the Chief Marketing and Content Officer at World Rugby, responsible for driving fan growth and engagement across broadcast and original programming. Based in the United Kingdom, he plays a key strategic role in transforming World Rugby's marketing and content approach, particularly in expanding the sport's global appeal.

Professional Role and Responsibilities:

• Currently serves as Chief Marketing and Content Officer at World Rugby124
• Leads efforts to engage younger, more diverse global audiences with rugby1
• Responsible for building competition brands and driving fan engagement5

Strategic Focus: Rothwell has been instrumental in World Rugby's strategic initiatives, particularly around the SVNS (Seven's) format. He views SVNS as a critical "vehicle for growth" that can:

• Bridge the gap between avid rugby fans and casual audiences1
• Attract younger, more diverse global fans
• Create entertainment experiences around rugby competitions1

Marketing Approach: His marketing strategy emphasizes:

• Creating immersive, festival-like event experiences
• Leveraging digital platforms like TikTok to reach new audiences
• Developing broadcast and content strategies that appeal to global markets1

Background: While specific details about his early career are limited, Rothwell has a professional background in marketing and content strategy. He has been recognized in the industry, with his team winning awards like Campaign Experience Team of the Year.3