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The Independent
a day ago
- Sport
- The Independent
Inside Prem rugby's radical rebrand: ‘It's intense, full contact and unflinching'
Rugby is not always a sport that copes well with change so perhaps the Premiership should brace for a backlash. On Saturday afternoon, the English top flight will undergo an identity shift, the Gallagher Premiership colloquialising into the Gallagher Prem – but a somewhat radical rebrand is about more than simply ditching seven letters from the name. The soft relaunch of the league is the culmination of several years of hard work aiming to modernise and better market the English top flight. It has been driven by Rob Calder, one of the key figures behind the launch of The Hundred during his time at the ECB, who carries the slightly nebulous title of chief growth officer but has become a figure of real importance within the sport. On 23 July, as the fixtures are unveiled for the next campaign, so too will be the bold new idents and iconography developed by Calder's team. Changes will also be clear in the way in which the league talks about itself, with brash billboards and branding unveiled promoting the brutality and brilliance that league chiefs already feel are on display. A teaser video will be played on the big screen during this weekend's Premiership final, and the rebrand covered as part of the TNT Sports broadcast. 'What is important to us is evolution,' Calder explains. '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.' While some of the usual marketing babble is rampant within the rebrand – 'orange means intensity,' Calder remarks seemingly with total sincerity – most of the changes are backed up by several years of consultation within the game and beyond. Players have been actively consulted, with Northampton's George Furbank and Beno Obano of Bath among those mentioned, and their feedback taken on board to give them greater centrality within the presentation and profile of the English top flight. To that end, there will be a drive to produce more player-led content to build the personas of a next generation of stars for the next generation of fans – the organic success of Henry Pollock has been a step towards that, and clubs are being encouraged to platform the personalities within the game. The engagement driven by an image of a battered and bruised Tom Dunn after Bath's Premiership semi-final win over Bristol – the hooker turned black and blue in pursuit of victory for the blue and black – plays into a desire to be less apologetic about the physicality endemic to a contact sport. It may not be good news for the squeamish and safety-minded, and there is a delicate balance to strike with an ongoing head-injury court case and falling recreational men's player numbers to worry about. But the Prem are confident in their player welfare measures, and intend to play up the big hits and colossal collisions as much as they can. 'We are unashamedly going to be talking about physicality, intensity, extreme athleticism and the grit of top-flight club rugby,' Calder says. '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'. We've given the brand the intensity it needs to match.' Separately to the rebrand, the Raine Group and Deloitte have also been engaged to look at the future of the league, figuring out the best competition structure to make it both attractive to investors and broadcasters while preserving the product that exists. A sort-of franchise model, controversially, remains on the table. A likely deal between Red Bull and Newcastle could be a precursor to other interested parties investing or taking ownership of clubs, expanding the portfolio of league stakeholders beyond the coterie of benefactors whose millions have propped up the game. Within this, though, also comes a recognition of the strength of the brands that already exist – Calder's previous work in cricket found that young people were unclear on the identity of counties, whereas clubs like Bath, Exeter and Leicester, among others, have established community footprints built over decades. Territories like Yorkshire – where an RFU academy already exists – and Kent – already awash with rugby fans – are seen as potential areas of expansion. 'If we were to expand the number of teams, the benchmark would have to be very, very high,' chief executive Simon Massie-Taylor reveals. 'But it's not just based on how many seats you have in your stadium or how big your changing room is. It's about how much the game is going to grow and how the region is going to grow. 'The second part is what the Prem can do to make itself more investable and we've built a foundation there. The two things are linked. If you can get a league with a set of clubs that are deemed as investable and you link it to a growth model, you grow the game.' TNT Sports are fully on board, with the strength of their commitment shown in the length and financial terms of a deal renewal that will see the broadcaster remain the Prem's primary partner through the 2030/31 season. Provided agreement can be reached with a suitable host club, next season will begin on a Thursday night, avoiding a clash with the Women's World Cup final on 27 September, with the league open to exploring where best to position their fixtures across a weekend. Taking a regular season game back to the United States is also a possibility down the line, with World Rugby currently investing heavily in the region ahead of the men's and women's World Cups of 2031 and 2033. ' 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],' Massie-Taylor adds. '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.' The Premiership were quick to play down any sense of the rebrand being driven by the looming threat of the rebel R360 league, this piece of work ongoing ever since Massie-Taylor was appointed in 2021 with Calder a key early hire. If the first couple of years of his chapter were worrying, with three clubs going to the wall and great divisions evident within the English game, there is hope that the tough times are behind the top flight. One senior figure used the analogy of the Premiership now being 'out of intensive care, perhaps even out of the hospital' – perhaps not overwhelming prosperous times but after a long road to recovery there may just be better times ahead.
Telegraph
a day ago
- Sport
- Telegraph
Premiership will rebrand to... ‘Gallagher Prem'
English rugby union's top tier will be rebranded as 'Gallagher Prem' as part of a concerted push to champion the intensity, aggression and athleticism of the sport. 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.
BBC News
2 days ago
- Sport
- BBC News
Premiership rebrands to become the 'Prem' from next season
The Premiership - the top flight of English rugby union - will become the 'Gallagher Prem' next season as it rebrands to emphasise the physicality and intensity of the makeover will include a new orange logo which will be shown to fans, both at Allianz Stadium and watching on television, before Saturday's final between Bath and Leicester is hoped that shortening the league's name will help it "talk how fans talk" and give it a less corporate, more informal also believe showcasing the confrontational nature of the sport, alongside players' athleticism and skill, will draw in new, younger fans. The Premiership says it recorded 30% growth in fans between the ages of 18-34 between 2023 and 2024."The research showed physicality was a key part of the appeal of rugby," the Premiership's chief growth officer Rob Calder told BBC Sport."That came through very strongly, not just with existing audiences, but wider audiences as well."It can't just simply be that. There's got to be some light and dark to it."That's where the incredible skill, the incredible pace, the decision-making under pressure is so important. Precision in training and then bravery in execution."We want to talk about all those things." The Prem will focus on delivering more action and behind-the-scenes content to YouTube and social media, with big hits, young stars and emotional moments showcased alongside tries and match marketing push is part of a drive for growth, investment and subsequent financial security after the chastening demise of Worcester, Wasps and London Irish, who all went bust in the 2022-23 Premiership believes that a franchise system - with on-pitch relegation scrapped, but teams obliged to hit centrally-set standards on and off the pitch - would attract a flush of new to such an expansion model has the backing of Rugby Football Union chief executive Bill Sweeney, but will need the approval of the RFU Council to become second-tier Championship announced in May that it would similarly change its name for the start of next season, opting for 'Champ Rugby'.The Six Nations has also recently rebranded. The tournament unveiled a new orange logo in December, with the majority of fans unimpressed.
Reuters
16-04-2025
- Sport
- Reuters
Saracens v Gloucester to kick off segregated fans plan
LONDON, April 16 (Reuters) - Premiership Rugby's experiment with soccer-style fan segregation featuring designated away supporter zones will get its first outing this weekend at Saracens' StoneX Stadium, with the plan all about atmosphere generation rather than safety concerns. Visiting Gloucester's famously vocal supporters will create a miniature version of their beloved "Shed" terrace in what could be a tense match in the battle for a top-four finish and a playoff place at a ground hardly renowned for its raucous atmosphere. Leicester Tigers will stage the second trial when Harlequins visit Welford Road on April 26 with a dedicated section for travelling Quins supporters expected to amplify the atmosphere during the Round 15 clash. "The opportunity to trial these away zones during the run-in is a progressive step for rugby and I'd like to extend a huge thank you to the clubs involved in facilitating these trials," said Rob Calder, Chief Growth Officer at Premiership Rugby. Calder was quick to reassure traditionalists that rugby's famed fan integration is not under threat. "Home and away fans sitting together, sharing a drink and chatting about the game is a great tradition of our sport and there is no desire to change that," he said. "This project is about providing an additional ticketing option to travelling supporters. "We've also listened to our players who say that they thrive on the noise and energy that a vocal cluster of away support can bring. We're excited to see how these trials impact the matchday experience and atmosphere both inside the stadium and on-screen." Harlequins CEO Laurie Dalrymple highlighted how concentrated fan support had already proven valuable for his club in European competition. "We are incredibly proud of our passionate away support and are thrilled to be a part of this trial as we constantly strive to improve the matchday experience for our fans – both home and away," he said. "Our Champions Cup quarter-final victory in Bordeaux last season was a special day that will live long in the memory, and the incredible energy that our travelling cluster of fans produced on the day was central to a famous win on the road."
Telegraph
17-03-2025
- Sport
- Telegraph
Premiership to introduce away ends for rugby fans
Away sections are coming to the Gallagher Premiership with the league set to introduce two trials at the end of April. Telegraph Sport understands that the trials will take place at two fixtures – Saracens home game against Gloucester on April 19 and Leicester Tigers' home game against Harlequins on April 26. Away supporters for Gloucester and Harlequins will have the option to either mix with home supporters as normal or to sit in a designated away section. There is currently no information on how large each section will be or where they will be located in the stadium, with Premiership Rugby set to make an announcement in the coming weeks. 'The players say they feed off it' Brian Moore, the former England hooker, discussed the idea in his Telegraph Sport column in October, expressing concern about the prospect of rugby moving away from unsegregated crowds. The trial however will ensure that both options are available. 'Away fans can and will sit amongst the main crowd, this is just giving people a choice,' said a source. 'This is not meant to be adversarial. It'll be done in the right spirit. It'll be enough fans to make a noise. The players say they feed off it, and it gets more out of the home fans as it creates a back and forth.' The concept of away sections in rugby union has increased in popularity in recent years, particularly after Harlequins' Premiership semi-final victory over Bristol Bears in 2021 when a large contingent of Harlequins supporters were packed into the same area of Ashton Gate. Rob Calder, Premiership Rugby's chief growth officer, discussed the idea of away sections in October. 'There are a number of clubs that are very keen to engage on that,' said Calder. 'We've talked to them about identifying areas and getting the pricing and communication right.' The Gallagher Premiership is set to return this weekend with a second 'Derby Weekend' following the Six Nations, with sales for this season's Premiership final on June 14 continuing at a record pace. The league hope to sell all tickets for the final by the end of May. Viewing figures for Premiership matches on TNT Sports continue to increase, rising by eight per cent on average, while stadium occupancy across the league is currently at 81 per cent, marking an increase on previous seasons. That figure currently falls slightly below the league's target, partly due to attendances not growing as quickly as expected at Leicester Tigers. It should be stressed that this idea is very much at the testing stage and that authorities are treading carefully with how to implement the concept of away sections given how much rugby supporters value being able to mingle amongst each other without any concern. The trial therefore will offer a best of both worlds situation, with away fans either able to continue sitting wherever they like or to sit with their own supporters. That feels important, because the sport must never lose that quality and hopefully will never do so. What I would say is having sat next to those Harlequins supporters in Bristol four years ago, the noise was astonishing. Harlequins players who were part of the team that day still talk about it as one of the greatest atmospheres they have played in, which is saying something given it was a fixture played out under Covid restrictions. Sure, the 10th chant of 'is this a library' was a bit less interesting, but as a concept it worked brilliantly. Would you have had such an astonishing 'Bristanbul' comeback without the noise generated by their fans that day? We will never know Proving that was not a one-off, when Harlequins went to London Irish in Brentford during Irish's final season in the league there was a similarly raucous atmosphere created by the Quins supporters grouping together. It was still good-natured with the home supporters, but also created some racket and made it actually feel like a derby. Supporters have been doing this for away games abroad for years anyway but just in an unofficial capacity, watching their sides pull off incredible results against the Top 14 clubs huddled together and silencing the home bands. Now it just has more of an official feel about it. Giving supporters this option does not necessarily feel like the 'footballification' of rugby which many fear, but more of a natural evolution.
