In a move that could become a blueprint for other national sports federations looking to increase funding, USA Rugby is launching a for-profit company aimed at maximizing revenues for a sport still searching for a foothold in the U.S.

The new company, which will be called Rugby International Marketing, or RIM, will own all the commercial and media rights for the U.S. national rugby teams and plans to launch a digital channel that will include 24/7 coverage of rugby matches and related programming. The company has signed a...