Next season will see the relaunch of the Gallagher Premiership as “the Prem.”
While the Premiership is losing seven letters, Rob Calder, the league’s chief growth officer, believes it will gain significantly more.
Calder is spearheading the renaming of the competition to simply ‘the Prem’ for the upcoming season.
This change is accompanied by a new logo—a vibrant orange symbolizing the intensity of the matches—and a fresh brand identity that highlights the physicality, athleticism, and impactful collisions of the sport.
“The Premiership brand had a corporate and established feel,” Calder explains.
“It lacked the feel of an entertainment product, which is what we aim to achieve with this new identity.
“This league is thriving, not failing; we simply need to reposition ourselves to reach wider audiences and expand our reach.”
Calder drew inspiration from other successful sports for rugby’s repositioning.
“Consider the growth of basketball, NFL, and MMA in this country. These brands possess a certain punchiness,” he notes.
“The UFC, for instance, is dynamic and forward-leaning—qualities we admire. We intend to adapt this approach to rugby.”
The initial reaction to the new branding, unveiled before Saturday’s final, was mixed, as is often the case with such changes.
However, this is precisely the goal—the current fanbase isn’t the primary target. Calder seeks to broaden the league’s appeal and attract those currently indifferent.
Calder served as the commercial director of cricket’s Hundred before joining Premiership Rugby in October 2022.
A record 1.26 million television viewers for Bath’s victory, coupled with high demand exceeding the 82,000 tickets available, suggests the Premiership is attracting new fans.
Significant growth in engagement among 18-34 year olds is evident, and Red Bull’s reported interest in acquiring Newcastle Falcons aligns with the goal of attracting youth-oriented brands.
This is a familiar challenge for Calder.
Prior to his rugby role, he was the commercial director for the Hundred, a vibrant, fast-paced cricket format launched in 2021, which generated over £500m from the sale of its franchises earlier this year.
That was a revolutionary undertaking; in rugby, Calder aims for evolution.
“With the Hundred, a distinctly new approach was crucial for reaching the next generation,” he states.
“However, research into the Hundred revealed that rugby clubs already had significant appeal to younger audiences.
Established brands like Harlequins and Leicester Tigers possess considerable legacy and brand recognition.
“Therefore, rugby’s starting point is different.”
The rebranding will incorporate more behind-the-scenes content featuring the league’s young stars, and more engaging highlights showcasing dramatic moments—powerful hits, try-saving tackles, and player interactions—alongside the scores.
Some strategies are less glamorous but equally crucial.
“We must ensure first-time visitors to rugby grounds feel welcome,” Calder emphasizes.
“Providing clear directions and other assistance is vital.
“Rugby may lag behind some sports in this aspect, but it’s a major focus for us.
“We’ve invested in gathering fan feedback on match-day experiences and providing training to clubs.”
Creating a family-friendly atmosphere at grounds is integral to the Premiership’s growth plan.
Calder views the search for new fans as a necessity, not a luxury. He began his career marketing beverages for a major brewer.
“That industry had a deep commitment to understanding consumers,” he recalls.
“In sport, I noticed abundant data on who was buying, but limited understanding of why others weren’t engaging.
“This is a flaw in sport, as commercial pressures on clubs prioritize maximizing returns from existing audiences.
“Looking beyond this leads to unfortunate, self-perpetuating cycles.”
Calder has witnessed this firsthand.
He explains that the Hundred emerged because Twenty20 cricket had mistakenly focused on existing supporters, diverting them from county cricket rather than attracting families and new fans as intended.
Rugby faces competition not only from other sports and entertainment, but also from societal shifts.
“Family experiences are important across all sports, as more families choose shared weekend activities,” Calder observes.
“My father’s generation might have spent all day golfing or watching rugby with friends, but I prioritize family time.
“I want my daughters to enjoy these events.
“Women’s football’s growth showcases the family experience economy, something rugby should leverage.”
Whether the shorter, more intense Prem format succeeds remains to be seen next season.
Last weekend’s Bath victory over Leicester marked the fastest-selling Premiership final ever.
Listen: Sport’s Strangest Crimes – Bloodgate
Listen to the latest Rugby Union Weekly podcast
Comments can not be loaded
To load Comments you need to enable JavaScript in your browser