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Keep Rugby Clean: What is World Rugby's new campaign? | Sporting News United Kingdom

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  Published in Sports and Competition on Thursday, September 11th 2025 at 11:54 GMT by Sporting News
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World Rugby launches “Keep Rugby Clean” – a sweeping integrity campaign that could reshape the sport

In a statement that has already begun to ripple through rugby unions, clubs, and fans worldwide, World Rugby has announced the launch of a brand‑new initiative called Keep Rugby Clean. The campaign, unveiled on 10 April 2025, is a comprehensive push to safeguard the sport’s reputation and future through a triple‑pronged focus on anti‑doping, anti‑match‑fixing, and fan‑led vigilance.

The three‑pillar framework

1. Anti‑Doping

   At the heart of Keep Rugby Clean lies a partnership with the World Anti‑Doping Agency (WADA). The two bodies will co‑design a new education program that will be rolled out to all national unions, professional clubs, and academies. This will cover the legal ramifications of doping, the science behind banned substances, and how to support athletes who come forward with concerns. The program will include a new “Clean Code” booklet, a digital app with a whistle‑blowing feature, and quarterly webinars featuring former players who have been tested for doping.

2. Anti‑Match‑Fixing & Corruption

   The second pillar tackles the more clandestine threat of match‑fixing. A new World Rugby Integrity Office has been established to coordinate monitoring and enforcement. The office will work closely with national anti‑corruption agencies (including the UK’s National Crime Agency and Australia’s Australian Criminal Intelligence Commission) to flag suspicious betting patterns and conduct investigations. In addition, the campaign will introduce a “Match‑Integrity Fund” that will finance independent audits of player performance and betting activity for the top 12 test‑playing nations.

3. Fan‑Engaged Safeguarding

   The final pillar recognises that the sport’s fans are the most powerful safeguard against corruption. Keep Rugby Clean will launch a global “Report It” platform – a one‑stop portal for spectators to submit tips on irregularities. The portal will use an AI‑driven triage system to identify potential breaches and automatically route them to the Integrity Office. Fans who report genuine wrongdoing will be entered into an annual “Integrity Award” drawing for a chance to win a World Cup match ticket and a year’s worth of official merchandise.

What the campaign means for stakeholders

National unions

The Rugby Football Union (RFU) in England, Rugby Australia, and the New Zealand Rugby Union (NZRU) have all issued statements in support of Keep Rugby Clean. “Rugby’s integrity is non‑negotiable,” says RFU CEO Simon Maling. “This campaign gives us a unified framework and the tools we need to protect our players and the sport’s image.” Rugby Australia has already begun to pilot the “Clean Code” booklet in its 2025‑26 academy system.

Professional clubs

Professional teams across the United Kingdom and France are expected to embed the Integrity Office’s guidelines into their contracts. The European Professional Club Rugby (EPCR) has announced that it will be adding a clause requiring clubs to provide a “whistle‑blowing hotline” as part of the licensing process for the next season.

Players

The campaign comes at a time when several high‑profile players have publicly called for greater transparency around doping tests and match‑fixing allegations. Former England fly‑half Ben Horne has said, “If the players and the fans are both involved in the protection of the game, we’ll do everything we can to keep it clean.” Horne will be one of the first ambassadors for Keep Rugby Clean, appearing in a series of short videos that will be distributed through social media channels.

How the campaign will be monitored

World Rugby’s new Integrity Office will report quarterly on the effectiveness of its programmes. Key metrics will include:

• Number of whistle‑blowing submissions – a rise will indicate increased fan engagement.
• Number of doping violations identified – a reduction will signal improved education and testing.
• Time to investigate and resolve match‑fixing cases – will measure the Office’s efficiency.

The Integrity Office will also release an annual “Integrity Report” detailing its findings and recommendations for further improvements.

Wider implications

The launch of Keep Rugby Clean arrives after a series of scandals that have dented rugby’s reputation over the past decade. The 2013 “Kappa” doping case, the 2017 scandal involving the French national team’s alleged match‑fixing, and the more recent betting‑fix incident in the 2023 Super Six have all underscored the urgent need for robust safeguards.

Experts suggest that if the campaign succeeds, rugby could set a new industry standard for sports integrity. “Other sports are watching closely,” says Dr. Fiona McKenna, a sports‑law professor at Oxford University. “Rugby has always been known for its sportsmanship; now it has a concrete framework to enforce that ethos.”

A call to action

In its press release, World Rugby urged all stakeholders to adopt the new tools and resources available through Keep Rugby Clean. “We are asking clubs, unions, players, and fans to join us in creating a safer, fairer environment for the sport,” the statement read. “The integrity of rugby is a shared responsibility. Let’s keep it clean together.”

As the campaign rolls out across continents, the sport’s governing bodies will be keeping a close eye on its early outcomes. For now, Keep Rugby Clean stands as a bold declaration that the rugby world is serious about fighting doping, match‑fixing, and corruption – and that it will do so with the help of everyone who loves the game.