PREM RUGBY
THE FINAL
2025
The Challange
Legacy league that needs to establish a cultural relevance with younger, digitally native audiences.
The Insight
The sport was emotionally intense but the brand felt institutional.Modern fandoms are identity-driven, not just viewership-based.
The Strategic Shift
From heritage-led league → to culturally charged live experience brand.
Strategic Pillars
Community Over Channel
Each platform operates as a distinct audience environment with unique expectations
.
Behaviour Over Broadcast
Content should mirror how audiences actually consume sport — socially, interactively, and in real time.
Momentum Over Moment
Build sustained excitement through phased storytelling, not a last-minute sales push.
Results
Gold Drum Award
Gold Digital Impact Awards
Fastest sellout in Prem history
One million new supporters aged 18–34 connecting with the sport during this period
TikTok achieving engagement rates several times higher than industry benchmarks.