The RFU had invested high levels of resource in building its properties and structuring its portfolio of brands to deliver not only its sporting goals, but the RFU’s commercial and marketing imperatives. This programme was an essential part of realising its investment and creating opportunities for the future.
Setting guidelines for all the RFU’s activities, teams, tournaments and leagues and its community rugby programmes provided a powerful message about the RFU’s business approach to all of its stakeholders and varied audiences.
Our work delivered efficiencies in the management of the RFU’s brand portfolio, but more importantly it allowed the RFU to identify opportunities to help drive greater value for the game. It also provided clear support and structure to the RFU’s commercial teams and partners, whilst delivering the benefits of a highly streamlined and organised brand portfolio.