Rugby may be currently one of the niche sports in China. But if Rugby Union's world governing body has its way, this highly physical contact game may soon become a highly popular game in the world's most populous nation.

Rugby Union has struck a $100 million deal in China to promote rugby through professional league, university programs, and grassroots initiatives.

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"World Rugby's strategic mission is to grow the global rugby family," said World Rugby chief executive Brett Gosper, adding that China is "central to that mission."

Helping in this initiative is Alisports, the sports division of the Jack Ma owned Alibaba group. The sports company has signed a 10-year contract with the country's rugby governing body. As part of the deal, the former will invest close to $100m to popularize the game.

The game has seen a steady rise in popularity, with nearly 40 percent increase in participation to clock 76,000 players in the past year.

Experts predict a bright future for rugby in the Asian region, especially considering that the sport is immensely popular in the neighboring Japan. With Japan slated to host 2019 Rugby World Cup, the game is likely to get a huge boost.

China is expected to rise to the occasion by 2019 and will pose a considerable challenge to its political arch-rival Japan.

It remains to be seen whether rugby can manage to break into mainstream sports in the country. Sports in China is currently dominated by badminton, football, and basketball.

Many believe that rugby needs a special blessing by the Chinese government, just as football has received.

Apart from China, Rugby Union is also aiming to popularize rugby in non-traditional markets such as India, Brazil, and Russia. 

TagsRugby, Rugby Union, Rugby in China, Rugby 2016