Ulster Rugby Makes Stance Clear on World Cup Impact: CEO Claims It Will “Force Our Team to Take the Champions Cup Seriously…
Belfast, May 28, 2025 — Ulster Rugby has issued a definitive stance on the ripple effects of the Rugby World Cup, with CEO Jonny Petrie stating that the global tournament’s scheduling and aftermath will leave the province with no choice but to treat the Heineken Champions Cup with a new level of intensity and strategic focus.
Speaking during a media briefing at Kingspan Stadium, Petrie highlighted how the disruptions caused by the 2023 Rugby World Cup and the ongoing structural shifts in the international calendar have brought new urgency and clarity to Ulster’s priorities for the 2025/26 season.
“The World Cup has shifted the dynamics across the rugby landscape,” Petrie said. “For Ulster, it means we’re being forced—positively so—to re-evaluate our approach to European competition. The Champions Cup has to be front and centre.”
Historically, Ulster have experienced fluctuating success in the elite European competition, often battling on multiple fronts in the United Rugby Championship (URC) and Europe with limited squad depth. However, Petrie admitted that the unique circumstances following the World Cup have created an opportunity — and a necessity — to fully commit to the continental stage.
“With the World Cup behind us and so many of our key players having been part of high-performance environments over the past year, there’s no excuse not to hit the ground running,” he said. “We’ve got a group of players who’ve matured on the biggest stage. That experience can’t be underestimated.”
The CEO’s comments come as Ulster faces growing pressure from fans and pundits to deliver meaningful success in Europe. The province last reached the Champions Cup final in 1999 — their only title win — and have since struggled to maintain consistency against the continent’s elite. The past few seasons have seen narrow exits at the pool and round-of-16 stages, which many believe could have been avoided with more focused preparation.
“We’re not just talking about qualifying anymore,” Petrie insisted. “It’s about competing deep into the knockout rounds. We need to be better at squad management, travel, game-planning — the whole thing.”
He also pointed to new high-performance investments being made at the club, including coaching reinforcements and sports science upgrades, which he said would be “Champions Cup-calibre” by the start of the season.
Meanwhile, head coach Dan McFarland has echoed the sentiment, noting that the squad will undergo a rigorous pre-season tailored toward early Champions Cup fixtures. “We’re structuring our entire build-up around peaking at the right time for Europe,” McFarland said in a separate statement. “No more slow starts or playing catch-up.”
Ulster fans will be watching closely to see whether this strategic pivot yields results. With key players like James Hume, Tom Stewart, and Stewart Moore emerging as potential cornerstones of the team, there is growing optimism that the club’s Champions Cup ambitions may finally be backed with the focus and infrastructure to match.
As Petrie put it succinctly: “This is the time. The World Cup changed the game. Now we have to raise ours.”
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