Context

Leinster Rugby are one the most successful professional rugby clubs in the world. They approached us to help them evolve their business model from dependence on attendance based income to a more robust and durable growth model. At the time they had a range of sponsors but no clear articulation oftheir own purpose and positioning. Commercial and sponsorship opportunities were match to match and there was no brand purpose, strategy or plan for sponsorship which in turn reduced the perceived value of the partnerships with sponsors. Their financial growth objectives were discontinuous so the brief also involved the creation of new and innovative revenue streams to achieve this.

What We Did

We designed and facilitated a brand purpose development process after considerable stakeholder engagement work inside and outside the club. Given that the brand purpose and compass needed to work across Leinster Rugby we built it in collaboration with the coaching team, the professional players, the Leadership Team, Development Coaches, Administrators and the Commercial Team. This ensured once again that there was buy in across the club.

As we worked through the process we ensured that the new brand purpose and positioning worked and to this end we built an alignment plan with these key stakeholders.

We then partnered with the commercial team to design a strategy and brand plan (activation plan) to guide breakthrough brand growth. In partnership with Leinster Rugby we have developed design, advertising, brand books, brand guidelines and collaborative brand plans and innovations with commercial partners and sponsors.

Leinster Rugby’s “Club 1879 Collection” concept was written to further establish and grow brand purpose and was directly inspired by the brand positioning. The idea played to strategic objectives of increasing revenue via entry into a new category (premium leisurewear). salience.

Results

Leinster Rugby are on course to deliver breakthrough revenue growth trajectory with a shift in revenue balance from attendance towards commercial.

Sponsorship partners worked hand in glove with Leinster to produce work with very positive ROI and equity improvements.

The Club 1879 clothing range is now a revenue generator and an incremental source of income for the club and a builder of salience.