The Premiership, England's premier rugby union competition, is set to undergo a significant transformation starting next season, rebranding itself as the 'Gallagher Prem'. This change is designed to emphasize the league's physicality and intensity, aspects that resonate strongly with both existing fans and potential new audiences.

A Fresh Identity

The rebranding includes the introduction of a new orange logo, which will be unveiled to fans at the Allianz Stadium and to television viewers before the final match between Bath and Leicester Tigers. The league's decision to shorten its name to 'The Prem' aims to create a more informal and fan-friendly image, moving away from a corporate feel to something that 'talks how fans talk'.

Engaging the Youth

Officials believe that highlighting the confrontational nature of rugby, along with the athleticism and skill of the players, will attract a younger demographic. This strategy seems to be working, as the Premiership reported a 30% increase in fans aged 18-34 between 2023 and 2024.

Strategic Marketing

'The research showed physicality was a key part of the appeal of rugby,' said Rob Calder, the Premiership's chief growth officer. 'But it's not just about the physicality; it's also about the skill, pace, and decision-making under pressure. We want to showcase all these elements to our audience.'

Enhanced Digital Presence

'The Prem' will also focus on delivering more action-packed content and behind-the-scenes footage to platforms like YouTube and social media. This includes showcasing big hits, young stars, and emotional moments alongside traditional match highlights.

Financial Security and Growth

This rebranding is part of a broader strategy to ensure financial security and attract investment, especially after the financial troubles faced by clubs like Worcester, Wasps, and London Irish in the 2022-23 season. The league is considering a franchise system that would eliminate on-pitch relegation but require teams to meet centrally-set standards both on and off the field.

Support and Approval

The proposed changes have the backing of Rugby Football Union chief executive Bill Sweeney, but they will need the approval of the RFU Council to be implemented. Meanwhile, the second-tier Championship has also announced a name change to 'Champ Rugby' for the upcoming season.

Fan Reactions

While the Six Nations recently rebranded with a new orange logo that received mixed reactions, the Premiership is hopeful that its changes will be more warmly received. The league is committed to evolving with the times while staying true to the core values that make rugby union such a beloved sport.