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165% increase in #WorldRugbyConfEx impressions from 2014 to over 14 millionCLOCKWISE FROM ABOVEThe panel discussion on the future of coaching; Brett Gosper; Lawrence Dallaglio; Alexandra WillisIn the first session Fiji’s gold medal-winning captain Osea Kolinisau was part of a panel discussing how rugby sevens can springboard to even greater heights, especially in the light of fresh research showing 16.83 million new rugby fans in six markets surveyed.One reason for that had been social media engagement rates and the second plenary session discussed that very topic: how platforms connect supporters to their heroes to make ‘better fans’, and the importance of brands recognising their role and voice within a sport.Rugby below the professional tier was the next spotlight with participation the key and the need for new and increasing formats of the game to satisfy demand, plus the growing use of mobile Apps and platforms to organise every facet of sport. From the grassroots, the next session honed in on coaching and creating a ‘winning culture’ at the very highest level, before the lens refocused on the growth of the women’s game, the example given of the impact Australia’s gold medal has already had on young girls across the country. A lively debate on how rugby embraces its position as a truly global sport ended the first day’s proceedings, with rugby and NFL decision-makers discussing strategies based on participation, broadcast exposure and social media engagement.If day one ended with grand plans for growth, day two started with a healthy dose of caution and a discussion around protecting the sport from corruption and remaining vigilant. Then, in a similar nod to rugby’s fundamental values, the day’s second plenary focused on respect between players and match officials with RWC 2015 final referee Nigel Owens warning that “the pressure of the modern game is double what it was five or six years ago”.With player welfare World Rugby’s number one priority, a discussion around injury prevention was a seminal moment. “You can’t eliminate risk, you can minimise risk. Our goal is to make the sport as safe as possible,” said World Rugby’s Chief Medical Officer Dr Martin Raftery, while International Rugby Players’ Association representative Josh Blackie spoke about a “cultural change” in the way players are managing and perceive concussion.The growing role of data in rugby and sport sparked an animated, in-depth discussion and many of the same threads were picked up in the penultimate session on how rugby should engage with sponsors to build lasting relationships. Finally, focus shifted to the crucial marketing of the game and how best to maximise the relationship between rights holders, audiences and players at every level.In addressing the third World Rugby Conference and Exhibition, Chairman Bill Beaumont spoke of the ‘halo effect’ of rugby’s Olympic return and that same theme was to repeat itself throughout two compelling days at the Hilton London Metropole in November.WORLD RUGBY CONFERENCE AND EXHIBITION 201688 WORLD RUGBY YEAR IN REVIEW 2016