I use little to none, depending on the meat in question, the other rub ingredients, the sauce(s) that will be served and the sides.
Most of rubs have <10% sugar by volume - not including the volume of the salt (so the figure is actually lower) and a few in the mid-teens to ~ 20% tops. (The BRITU rub is ~40% sugar by volume, salt included.)
Often I make rubs without any sugar or sweetener. Especially for beef and poultry. Again, it comes down first to the other ingredients in the rub. I have never been one to agree that sugar balances salt - particularly in rubs - but it can balance bitter ingredients (coffee, cocoa, e.g.) and sour ingredients (sumac, amchur, vinegar or citrus juice powder, e.g.).
Most Americans have a predilection for all things sweet, which is one reason one finds such a high percentage of sugar in commercial rubs. It's also cheap, adding bulk with little cost.
While sugar can balance the flavor notes of some ingredients too much can severely flatten flavors, an issue I have with most recipes and commercial formulations (that, and the inclusion of paprika and/or dry mustard, neither of which adds anything to the mix).