Premiership Rugby Turns to WWE for Inspiration as It Faces Challenges and Opportunities
Premiership Rugby executives have recently looked towards their counterparts at World Wrestling Entertainment (WWE) for advice on how to better promote their athletes and drive growth within the sport. While there is no plan to introduce a rugby union version of the Royal Rumble, the league has been taking notes on how WWE has successfully built its brand by selling its stars and crafting compelling narratives around them. As the Premiership returns from an eight-week break with an exciting Derby Weekend, these lessons seem to be having a noticeable impact.
Selling Stars in Rugby: Lessons from WWE
One key takeaway from the WWE model is the importance of allowing athletes’ profiles to develop organically, rather than forcing growth. Rugby’s governing body, the Rugby Football Union (RFU), has recognized the value of gradual star development, and it’s evident that Premiership Rugby is following suit. The RFU’s chief executive, Bill Sweeney, recently highlighted the challenge of profiling rugby players, citing Netflix’s approach to the Six Nations documentary.
Sweeney felt that opening with an episode focused on Marcus Smith buying a car was a misstep, as it didn’t align with rugby’s more traditional values. Rugby, he argued, should not attempt to replicate football’s star-focused narratives. This careful balance between fostering organic growth and marketing players in a meaningful way is something Premiership Rugby seems keen to achieve.
Derby Weekend: A Chance for the Club Game to Shine
The return of Premiership Rugby this weekend coincides with a highly anticipated Derby Weekend, where Northampton will host Leicester, and Newcastle will face Sale. This weekend, scheduled during a break in international football fixtures, allows TNT Sports to maximize its coverage and spotlight the league. This period presents a key opportunity to shift focus back to the domestic game after an uplifting Six Nations for England. As one Premiership executive noted, “the torch is being passed” from international rugby to the club game.
However, the availability of England players remains a challenge. Given that some of the country’s top stars require rest after their international duties, a number of key players will miss out on Derby Weekend action. Notably, Tom Curry will likely be absent for Sale, while Marcus Smith, fresh off a holiday in Miami, won’t feature for Harlequins against Saracens. Despite these absences, the Premiership remains a fertile ground for new stars, with 20-year-old Henry Pollock making waves and players like Fin Smith continuing to impress.
Challenges with Player Availability and the Financial Picture
Despite the excitement surrounding Derby Weekend, Premiership rugby faces ongoing challenges, particularly with player availability and financial stability. While the introduction of breaks between domestic and international fixtures has improved the scheduling, it remains an imperfect solution. The timing of these breaks isn’t always ideal, often interrupting momentum at critical points in the season. Following a couple of Premiership weekends, the competition pauses for Champions Cup and Challenge Cup matches, limiting opportunities for players and clubs to capitalize on strong form.
The financial stability of clubs is another area of concern. After the collapse of Worcester, Wasps, and London Irish, Premiership Rugby executives now have a clearer understanding of the league’s financial landscape. Newcastle Falcons, in particular, are facing uncertainty. With the loss of three clubs, the Premiership is down to 10 teams, and executives worry about the possibility of further reductions. There are options for short-term financial relief, including RFU funding and loans from other clubs, but long-term investment is essential for the league’s sustainability.
The prospect of securing investment from British benefactors is growing increasingly unlikely, and Premiership Rugby may need to turn to US or Middle Eastern investors to secure its future. However, rugby union remains an outlier in the eyes of Gulf states, which have shown little interest in investing in the sport compared to other major leagues.
The Road Ahead: Optimism Amid Challenges
Despite these concerns, there are still plenty of reasons for optimism. Ticket sales for this season’s Premiership final are surging, with hopes to sell out before the regular season even finishes. The league has also seen a younger audience emerge, particularly in the 18-34 age bracket, which has been encouraged by joint marketing efforts between the RFU and Premiership Rugby.
Broadcast partners like TNT Sports are also buying into the league’s appeal. TNT’s 8% increase in viewership this season reflects growing interest in Premiership Rugby’s unpredictable and athletic nature, with broadcasters increasingly recognizing these unique selling points. Yet, for all the positives, the growing financial instability at Newcastle, combined with the absence of key international players, highlights the imperfections of the system.
Navigating the Complexities of the Premiership
As Premiership Rugby faces a number of challenges, including the uncertain financial future of clubs like Newcastle and the ongoing debate about player availability, it is clear that the league is at a crossroads. With lessons learned from WWE, a focus on organically developing stars, and promising efforts to market the competition, the league’s future remains uncertain but full of potential. Rugby may not yet have found its perfect formula, but the journey ahead is sure to be an intriguing one.
