What Inspired the Relaunch of Cricket's Hundred by Its Creator?

Understanding Rob Calder's Vision for the Premiership Rugby Rebrand

In the ever-evolving landscape of sports, branding plays a crucial role in reaching new audiences and maintaining excitement among existing fans. Rob Calder, the chief growth officer of Premiership Rugby, is on a mission to reshape the league's identity. Having previously held a significant role in cricket's Hundred, Calder is now focused on making Premiership Rugby a more appealing product, especially to younger fans. His strategy includes a bold rebranding initiative, a shift in marketing tactics, and a commitment to enhancing the match-day experience.

The Need for Change in Premiership Rugby

Calder's insights into the Premiership Rugby brand reveal a clear understanding of its challenges. The league's existing branding has often felt overly corporate and traditional, lacking the excitement and entertainment value that modern sports fans crave. Calder aims to change this perception by repositioning the league to resonate more with a younger audience.

Branding the League: From Premiership to 'The Prem'

The first significant change is the simplification of the league's name from "Premiership Rugby" to simply "the Prem." This shift aims to create a more approachable and contemporary brand image. Alongside this name change, a new logo featuring a vibrant orange palette symbolizes the high energy and intensity of rugby. Calder believes this new identity is crucial for attracting a broader audience while keeping the essence of rugby alive.

Inspiration from Other Sports

Calder draws inspiration from sports that have successfully engaged younger audiences, such as basketball, NFL, and mixed martial arts. He notes the "singularity" and punchiness of brands like UFC, which have managed to create a dynamic and exciting atmosphere around their sports. By adopting similar branding tactics, Calder hopes to infuse rugby with a fresh energy that appeals to both new and existing fans.

Targeting New Audiences

One of Calder's primary goals is to expand the league's appeal beyond its traditional fan base. With a record 1.26 million television audience for recent matches and a growing interest from younger demographics, the potential for growth is significant. Calder's strategy is not merely to cater to existing fans but to engage those who may have previously been indifferent to rugby.

Engaging the 18-34 Demographic

Statistics show that there has been a noticeable increase in young supporters aged 18-34. This demographic shift is essential for the future of the sport, and Calder recognizes the importance of attracting brands that resonate with younger audiences. The reported interest from companies like Red Bull in acquiring teams like Newcastle Falcons aligns perfectly with this strategy.

Learning from Previous Experiences

Before his tenure in rugby, Calder was instrumental in the launch of the Hundred, a groundbreaking format in cricket that revolutionized the game. He learned valuable lessons about audience engagement and marketing that he now aims to apply to the Premiership. His experience has shown that addressing the needs and preferences of younger fans is crucial for the sport's evolution.

Comparing Rugby Clubs to Other Sports

In his research on the Hundred, Calder discovered that many rugby clubs already possess strong identities that resonate well with younger audiences. Clubs like Harlequins and Leicester Tigers have established legacies and brand awareness that can be leveraged to attract new fans. Calder believes that rugby is starting from a solid foundation and can build on these existing strengths.

Enhancing the Match-Day Experience

The rebranding efforts extend beyond marketing; Calder is also focused on improving the overall match-day experience for fans. He acknowledges that first-time visitors to rugby grounds must feel welcomed and comfortable. This includes ensuring adequate facilities, cleanliness, and an overall family-friendly environment. The effort to enhance the match-day experience is vital to retaining new fans and encouraging repeat visits.

Gathering Feedback and Improving Facilities

Calder emphasizes the importance of gathering feedback from fans to understand their experiences better. Initiatives like match-day experience scores and training for clubs are crucial to making fans feel valued. By prioritizing the needs of visitors, the Premiership can create a more inclusive and enjoyable atmosphere.

Understanding the Family Experience Economy

Calder points out that families are increasingly seeking experiences to enjoy together. The traditional notion of attending sports events has evolved, and rugby must adapt to this change. He highlights the success of women's football in creating a family-friendly environment and believes rugby should tap into this trend to attract more families to matches.

Building a Family-Friendly Atmosphere

To create a welcoming environment for families, Calder envisions initiatives that cater to parents and children alike. This includes improving facilities for women and ensuring that the overall experience is enjoyable for all ages. By focusing on family engagement, the Premiership can foster a new generation of loyal supporters.

The Future of Premiership Rugby

As the new branding and marketing strategies unfold, the question remains: will the changes resonate with fans? The upcoming season will be a litmus test for Calder's vision. The league has already seen significant interest, evident from record ticket sales and television viewership.

The Role of Digital Media

To further engage fans, Calder plans to increase the presence of behind-the-scenes content and highlight reels featuring dramatic moments from games. This approach aims to create a more immersive experience for fans, whether they are watching live or through digital platforms.

Conclusion: A New Era for Premiership Rugby

Rob Calder's strategic vision for Premiership Rugby represents a significant shift in how the league positions itself in a competitive sports landscape. By rebranding the league, focusing on audience engagement, and improving the match-day experience, Calder aims to create a more dynamic and inclusive environment for fans. As the league embarks on this new journey, its success will depend on its ability to resonate with both existing supporters and newcomers alike.

FAQs

What changes is Premiership Rugby making to its branding?

Premiership Rugby is simplifying its name to "the Prem" and introducing a new logo with a vibrant orange color scheme. This rebranding aims to create a more approachable and contemporary image.

Why is attracting younger fans important to Premiership Rugby?

Younger fans are essential for the sport's future growth. By engaging this demographic, the league can ensure its sustainability and relevance in an increasingly competitive sports market.

How does the match-day experience impact fan engagement?

The match-day experience is crucial for retaining new fans. Ensuring a welcoming atmosphere, clean facilities, and family-friendly options can help attract and keep supporters coming back.

What role does digital media play in the rebranding strategy?

Digital media will be used to share behind-the-scenes content and highlight reels, aiming to create a more immersive experience for fans and attract attention on various platforms.

As Premiership Rugby embarks on this transformative journey, it is poised to not only retain its loyal fan base but also attract new enthusiasts who crave the excitement of rugby. What do you think will be the most significant change in the upcoming season? #PremiershipRugby #RugbyRebrand #SportsMarketing