The Gallagher Premiership is undergoing a rebrand amid concerns about rugby’s declining interest among younger viewers.
Starting next season, the England premiership rugby union competition will be known as the Gallagher Prem. it will also debut a new new orange, white and blue logo, set to be revealed on July 23, the same day next season’s fixtures are announced.
Leading the rebrand is Rob Calder, Chief Growth Officer at Prem Rugby, who has been working on the project since his appointment in October 2022. Calder, previously Commercial Director for The Hundred, explained the business entity will be called Prem Rugby, while the league itself will be known as the Gallagher Prem.
“Our focus moving forward 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,” he told RugbyPass.
“We’ve got a clear strategy and we’re building something bigger. It’s about selling what makes this thing unique and something which resonates with the broadest audiences.”
Audience shift and broadcast strategy
Attracting and engaging broadcast audiences is a central motive behind the rebrand.
Earlier this month, Prem Rugby renewed its media rights deal with TNT Sports, covering both men’s and women’s competitions. The deal runs until 2030/31 for men’s rugby and 2028/29 for women’s rugby.
Since 2013, TNT Sports has been Prem Rugby’s primary broadcaster, and the renewal was fueled by viewership growth. According to Prem Rugby, Gallagher Prem’s average viewership is up 11% compared to 2023/24 and 24% compared to 2022/23, based on data from the first 13 rounds of the current season.
“Our recent partnership with TNT Sports has helped drive record audiences and attract a million new fans to the Gallagher Premiership, alongside drawing record crowds and a second sold-out final in a row,” said Simon Massie-Taylor, CEO of Prem Rugby.
Despite these figures, Ampere Analysis, via Ofcom, reports a different trend. Rugby’s appeal among young viewers is declining, with interest dropping from 7% in 2019 to just 5% in 2024, though this figure combines both rugby union and rugby league.
Lessons from past rebrands
Rebranding has boosted rugby interest before. Rugby League’s Leigh Centurions’ 2022 shift to Leigh Leopards transformed its identity, with fans embracing leopard-print apparel and merchandise.
Beyond visuals, Leigh’s engagement model gained inspiration from American sports, enhancing matchday experiences with pre-match and halftime entertainment.
The club’s attendance has increased ten-fold since the rebranding, with its opening season game against Wigan Warriors, surpassing the league’s previous record attendance of 21,693 with 21,748.
The Gallagher Prem may also embrace a more entertainment-focused strategy in addition to its new name.
The league has already announced a investment into player storytelling, digital content and league promotion, with Prem Rugby aiming to spotlight the intensity, physicality and athleticism that define rugby, ensuring it resonates with new audiences.
