Rugby is fast becoming known as a sport more prone to a proposed reset than the UK government, with this month’s latest instalment a proposed breakaway, global franchise league – masterminded by 2003 World Cup winner Mike Tindall, among others – branded R360.
But for a game renowned for its togetherness and unity on the pitch, is a breakaway really what the sport needs – or do the answers to rugby’s perennial growth question lie closer to home?
Firstly, let’s address the timing which seems strange to say the least. At the time plans for R360 were revealed, Premiership Rugby had recently announced a bumper new five-year broadcast deal with TNT Sports after a reported 10% increase in viewership figures this season – rising to 24% compared to the 2022/23 season.
Meanwhile Premiership Rugby’s member clubs have reported increased match attendances year-on-year, demonstrated most vividly by 82,000 fans packing into the Allianz Stadium last month to watch a Premiership Final featuring Bath and Leicester Tigers which had reportedly sold out weeks in advance. Premiership Rugby has since confirmed that the 2025 final was the most watched Premiership match in history, with a peak TV audience of 1.26m and a social reach of 13.8m.
And that’s without referring to the incredibly strong figures coming from women’s rugby, which is not only the key growth area for participation – both in the UK and globally – but is seeing huge increases in viewership and fandom. Premiership Women’s Rugby, which is included in Premiership Rugby’s TNT Sports deal, saw a 156% rise in viewership following November’s Autumn Nations Series, while this season’s PWR Grand Final saw a 36% increase in average audience compared to last year.
Allied to a thriving international scene – where the Men’s and Women’s Six Nations are still very much the jewel in rugby union’s crown – and the fact that England is preparing to host the 2025 Women’s Rugby World Cup next month, rugby appears to be in better shape than it has been since pre-pandemic.
And if you really want to see the best players from different clubs and countries take on the world’s best, we have great news for you: the British & Irish Lions are about to kick off a three Test series against an improving Australia, in one of global sport’s most iconic and highly anticipated series – founded on a rich history, tradition and familiarity. Values that R360 cannot lay claim to.
This is not to say that rugby should not be commended for trying to be innovative – far from it. But innovation should be driven by a shared goal to grow the sport, involving its key stakeholders pushing and pulling in the same direction, much like the game itself.
Premiership Rugby and the RFU have finally started doing this, spurred on by a shared interest in keeping its flagship club competition alive in the face of economic pressures. Marketing strategies, ticket promotions and social media content is more closely aligned; club rugby is capitalising on international windows by staging much-hyped ‘Derby Weekends’ immediately after; and the ‘product’ on the pitch has never been better – complemented by a regular stream of social media content celebrating the biggest hits, the best tries and funniest fan moments each weekend.
The Premiership has announced plans to rebrand to ‘The Prem’ from next season – driven by a desire to attract a younger, more digitally savvy and short-form driven audience. This follows reports that it has seen a 30% growth in fans between the ages of 18-34 between 2023 and 2024.
Meanwhile perennial strugglers Newcastle Falcons are looking ahead to a buyout from Red Bull founded on plans to tap into the city’s student population to increase crowds and younger fan engagement.
To continue growing, rugby needs to create more household names and ‘water cooler’ moments. Everyone should know who Antoine Dupont – the Messi of rugby – is. Casual fans should have an opinion on breakout star Henry Pollock.
This comes from a media and social content strategy pulling in the same direction; from greater fan engagement and live experiences outside of matchday – the live Lions squad announcement, for example – and leaning into audience insights which suggest hardcore, casual and potential rugby fans have a shared interest in its physicality, speed & skill and, yes, its traditions.
There is a long way to go. A recent report from The Times suggested that rugby has experienced a fall in younger TV audiences. But my belief is that rugby has never been better placed to grow than it is currently, so continue looking for innovative ideas, yes, but laser in on your audience, double down on what is working and for ruck’s sake don’t tear it up and start again with little more than an idea.
Keep the ‘union’ in rugby and therein success lies – as much as off the pitch as on it.
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