Premiership will rebrand to... ‘Gallagher Prem'
The change, which comes a month after the second tier became 'Champ Rugby' in a similar facelift, will be unveiled during Saturday's final between Bath and Leicester Tigers.
A teaser will be shown on the big screens at the Allianz Stadium and covered by the TNT Sports broadcast. After this soft launch, a full rebrand will come into action on July 23, when the fixtures for 2025-26 are unveiled.
'What is important to us is evolution,' explained Rob Calder, the Premiership's chief growth officer. 'We are a competition with great history, but we also believe we have a bright future ahead of us. We didn't want to change it [too much] because this competition is flourishing. We wanted to do right by that, but we also wanted to move forward.
'You've seen it with the Championship reducing to the Champ, there's a de-formalisation of sport and being right by the fan is really important. Speaking in the vernacular is important to us.
'We are going to talk how fans talk. It's not formal, it's not corporate, it's not traditional. We know if we are going to grow from Gallagher Prem fans, we've got to attract international fans and then reach out into broader sport audiences.'
'We want people to have a s--- Saturday if their team lose'
Calder admitted that different names had been considered but 'there was so much strength in where we've come from' and the priority now is to 'reframe' rugby union to 'cut through to wider audiences'.
Next season is due to begin with a Thursday night fixture on September 25 to avoid a clash with the Women's World Cup final two days later. Though this may end up as a one-off, more midweek matches could follow if it is viewed as a success.
'Real grit', 'raw speed' and 'big hits' are three taglines that will underpin the competition's advertising. Bosses want existing and prospective viewers to be 'unashamedly talking about physicality' as well as amplifying existing rivalries among the 10 clubs.
'We want people to have a s--- Saturday if their team lose,' said Andrew Georgiou, president and managing director of Warner Bros Discovery Sports, which owns TNT. 'We want them walking out of a match going: 'This has ruined my day.' That's what we want people to feel like and it's what we've got to build our sport towards.'
Calder stressed that safety and welfare protocols and playing within the laws would remain integral to the Premiership's values, though the sport should 'not be shy' about its storytelling.
'Our focus is going to be on the intensity, the physicality and the extreme athleticism of rugby as well as the rawness and the grit of our league,' Calder said. 'It's a really simple proposition. It's about selling what makes this thing unique and what resonates with the broadest audiences.
'This is about big hits. It's intense, it's full contact, and it is unflinching. The players have said celebrate us as players and what we do; the aggression and the gladiatorial nature [of the sport]. Give the brand the intensity it needs to match.'
'Start thinking beyond these shores'
There is confidence that showpiece fixtures can be moved to the United States in the build-up to the 2031 World Cup. Simon Massie-Taylor, the chief executive of Premiership Rugby, heralded the launch of the Club World Cup in 2028 as 'a step forward in the club game going global', and is mindful of how English domestic matches in the US have fallen flat in the past.
'The obvious point is the US,' he added. 'We've had games in the US before and they've been a flash in the pan; the wrong time in the season, the wrong area, the wrong teams [involved]. But there is an opportunity in the build-up to the 2031 World Cup.
'We also have a US partner [Gallagher], which is coming up to its 100th anniversary [in 2027]. It needs to lead to something. It's about maxing out what we have domestically first, which is why sell-outs are so important and why that needs to continue. Then you start thinking beyond these shores.'
This all comes amid optimism for the competition's growth. Tickets for the final at Twickenham were purchased in record time, making it the 32nd sellout of the season; up from 18 in 2023-24.
Away ends, introduced on a trial basis this year, are to be explored further. Stadium occupancy is a priority and powerbrokers aim to offer discounts for travelling away fans eventually.
According to a YouGov survey, interest in the league has grown by 10 per cent and by 30 per cent among 18-34-year-olds. Massie-Taylor also said that clubs were 'chipping away' at government debt, from Covid loans, and third-party debt, with the on-field action in the top tier regarded as a major plus.
Fast-paced, attacking rugby is viewed as an attractive characteristic, as is the league's unpredictability. Bath are aiming to be the sixth Premiership winner in as many seasons, following Exeter Chiefs, Harlequins, Leicester Tigers, Saracens and Northampton Saints.
It is understood that Red Bull's takeover of Newcastle Falcons is close to completion in what is hoped to be a precursor of further outside investment and the Premiership's financial monitoring panel, set up in the wake of Worcester Warriors, Wasps and London Irish going bust in 2022, has been a stabilising force.
TNT Sports is tied into a new broadcast deal that will run until 2031 and is thought to be worth just shy of £200 million in total, rising to about £40 million in the last year of the agreement.
Leading players including George Furbank, the Northampton Saints full-back, and Beno Obano, the Bath loosehead prop, have been canvassed for opinions on the marketing of the Premiership and are eager for personalities and athleticism to be celebrated. 'Build us into something that attracts the next generation,' was how Calder summarised the pervading message.
Another encouraging aspect has been the strengthening and alignment of England's age-group pathways, with the Under-20s reigning world champions. The rise of Henry Pollock, an indelible storyline of the past year, is viewed as an indication of how youngsters can sell the sport and September will see the launch of YouTube content fronted by the players in a bid to bring viewers behind the scenes.
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