RUGBY BLINDSIDE SPRING 2022 - ISSUE 18
STAND FOR PEACE.
STAND WITH UKRAINE.
02 | Rugby Blindside - Winter 2021
Contents Features
In Focus
Rugby's bottle neck ..................................................................................................02
GoLo .....................................................................................................19
2022 is the year of player welfare ..................................................................................................08
News
Featured Club: Sheffield Tigers ...................................................................................................12
Club news ....................................................................................................28
Greene King 'Proud to Pitch in' initiative ...................................................................................................16
From the professional game .....................................................................................................32
Community funding provided for Berkshire Brigands ..................................................................................................20 Fill Your Boots are “Bringing Rugby Together” ...................................................................................................22 Community-centric approach to rugby club marketing ..................................................................................................24 Honda drives funding and education for rugby grounds ..................................................................................................26
See page 16
See page 20
See page 12
See page 08
Published by Oryx Media - March 2022
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Club funding
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Rugby's bottle neck New ideas are being thrown into the mix to try and improve English rugby's second tier but are these ideas constructive and helpful? The shape of a wine bottle is the perfect visualisation of rugby in England, with the vast majority of clubs in the body of the bottle, a tight bottle neck and only a finite space for a certain number of clubs at the top. The RFU recently handed a heavy blow to clubs who are showing ambition to grow and fight their way up to rugby’s top tier. Following the Covid Recovery Plan which was announced in 2021, the RFU Council said it would do all it could to help clubs in the Championship who were existing in rugby’s purgatory. Club’s at this level have struggled for years to try and establish the league as a fully professional outfit. To the RFU’s credit, following the Rugby World Cup in England they did agree to pump money into this level of rugby to try and grow it. That funding campaign is now coming to its end with funding to clubs at this level dropping on a yearly basis. Club’s only hope at this level is to put everything on red and gamble for promotion to reap the rewards of the Premiership. As part of the plan to help Championship clubs and player development in the second tier the RFU Council recently announced that they are considering the viability of an additional cup competition between Premiership and Championship clubs running alongside a 12 team Championship league in 23/24. Throughout the consultation the RFU has announced it will continue to be open to all ideas and considerations from all stakeholders, looking at ways to make the Championship financially sustainable.
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Club funding Following the announcement, RFU President His Honour Jeff Blackett said: “The Championship is an important part of the rugby eco system in England and we all want to support the league to enable it to become more sustainable. This proposal is designed to do that and therefore, the RFU Council agrees the opportunity should be further explored. The RFU Council, which represents clubs across the country, will still be required to approve any potential new cup competition should progress be made.” We can give the RFU credit for trying find ways to make the Championship financially sustainable, but is the idea of a new cup competition the solution? Sure, in a simplistic way you can argue that more games means more revenue for clubs. But how seriously are Premiership club’s going to take this competition? If they are already competing in the Premiership and in European Competition its unlikely that they are going to risk their star players against Championship opposition. To sell a competition to an audience you need star players - fans want to see the best compete against the best. A comparable competition that the RFU might be trying to replicate is the FA Cup in football. It’s a loved competition because it’s the underdogs cup. Every football fan hopes their team can cause a ‘cupset’ by knocking out a team above them in the football pyramid. The problem is that this situation wouldn’t replicate in rugby as there aren’t as many match result upsets. The gap between Premiership and Championship club’s is too great so upsets will be unlikely unless the Premiership club fields a weakened team which then won’t attract the audience necessary to make it financially beneficial. The solution is to widen the bottle neck at the top of English rugby by increasing fluidity between tier one and tier two. A two up, two down relegation system with financial support in place for relegated clubs would quickly develop the second tier of English rugby and make it more financially sustainable. A fluid league system that has two competitive leagues at a similar standard will also aid player development. The RFU recently announced that two clubs who are competing for promotion to the Championship this season have not met the minimum standards criteria required for eligibility for promotion into the Gallagher Premiership Rugby league. The RFU stated that the ‘minimum standards criteria are in place to ensure Premiership Rugby clubs and promoted clubs have suitable facilities to protect player safety and welfare and to provide a good quality, safe environment for spectators. Each club and its nominated ground undergo an annual independent audit to assess compliance with the minimum standards criteria. One of the minimum standards criteria is that the stadium must hold a minimum of 10,001 fans; this is to ensure the ground falls under the remit of the Sports Grounds Safety Authority (SGSA), regulated by the Department for Digital, Culture, Media and Sport
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(DCMS), and the Green Guide, as well as to be of a standard suitable for the top league of one of the nation’s major sports. This has been in place for many years but was considered again when the standards were reviewed last season. Ealing Trailfinders does not currently have a licensed capacity, but the ground holds approximately 5,000 with 2,115 seats. Doncaster Knights currently has a capacity of around 5,183 with 1,926 seats. As a result, the independent audit has found that neither club has successfully met the minimum standards criteria based on capacity’ In response to this statement Doncaster Knights declared that the are disappointed and disheartened by the RFU’s decision and will be appealing the decision. The club statement said “Within the audit process, the only failure by the Club is to, currently, not be able to demonstrate a capacity crowd of 10,001 at the Club’s ground, Castle Park. All other aspects of the audit, it seems are in order and Castle Park has, on a number of occasions, demonstrated its proficiency in hosting significant events via both Women’s and Under 20’s international matches.” It is understandable that minimum standards criteria are in place to ensure the safety of fans when attending sports fixtures but common sense needs to be used and relative judgement applied. The criteria states that the stadium must hold a minimum of 10,001 fans. This season six of the thirteen clubs in the Premiership are currently averaging attendances under 10,001. Four clubs haven’t even got close to the 10,001 number with their highest attendance figures so far this season. With current Premiership teams not even meeting this minimum requirement and large expensive stadiums sitting at 40%, 50% or 60% capacity it begs the question – what’s the point in facing the expense of meeting stadium criteria if clubs aren’t filling stadiums anyway? This calls for a more flexible and open-minded approach when dealing with clubs that are showing ambition and aspiration to grow. Following the decision by the RFU Bill Sweeney, Chief Executive Officer of the RFU said; “The RFU and PRL would welcome a Championship club being promoted to create a 14-team Gallagher Premiership league.” He continued; “The RFU and PRL would like to support and encourage all Championship clubs to continue to develop their proposals for the expansion and development of their grounds including the submission of formal planning applications." The decision taken is a gutting blow to the aspirations of both Ealing Trailfinders and Doncaster Knights. It’s also a blow for the game as a whole as clubs in the second tier of English rugby are fighting tooth and nail just to keep their head above water in the rugby pyramid. Rules and criteria are hindering progress when common sense should prevail, and impractical new competitions are talked of being added to the already congested fixture list when the focus should made on improving the domestic league pathway.
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Player welfare
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“We must not and will not stand still. As a sport rugby, must continue to renew our mandate from parents and players to grow participation in the game, by demonstrating progressive change.” – Sir Bill Beaumont
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Player welfare
2022 is the year of player welfare Sir Bill Beaumont and World Rugby have reinforced their positive stance on player welfare in rugby and unveiled enhanced plans to make progress in this field. At the start of the year Sir Bill Beaumont, World Rugby Chairman, announced that 2022 will be the year of player welfare in rugby. He reaffirmed World Rugby's ongoing commitment to advancing player welfare following the six-point plan that was announced last July. This plan made a commitment to wide-ranging engagement with the rugby family across key welfare matters. It included initiatives across the life cycle of a player – future, current and former. It recognised the differences in game shape and injury risk between the elite and community game and aimed to reduce injuries at all levels of the game. In a statement earlier this year Sir Bill Beaumont outlined the progress made with the six-point plan: ·We have implemented welfare-focused global law trials, launched injury-preventing community game law variations and continue to evaluate reduced tackle height and the impact of substitutions on injuries. ·We have launched evidence-based contact training load guidance, which sets out the advised limits that promote welfare and performance best practice. ·We have launched our commitment to establish brain health services for former players and are partnering with leading independent experts on wider brain health education ·We have partnered on ground-breaking research using Prevent Biometrics’ instrumented mouthguard technology to understand the frequency and nature of head impacts at every level of the game – this will inform how we will make the sport safer for everyone. ·We have commissioned women’s specific research and launched the first-ever women’s welfare advisory group to steer unique research and injury prevention programmes for women ahead of what will be a massive year for women’s rugby with Rugby World Cup 2021, Rugby World Cup Sevens 2022 and the Commonwealth Games Sevens. ·We are listening constantly to players, medical experts, scientists and lobby groups with the common aim of making the sport the best it can be. In the UK, World Rugby, the RFU and WRU have been actively engaged with the government’s inquiry into Concussion in Sport.
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It has to be said that World Rugby are sticking to their commitment and going above and beyond to progress the sport and make it as safe as possible for players. In Sir Bill Beaumont World Rugby have someone in charge you feel really knows the game and what it means to players and fans at all levels. Quite often you have organisations, not just in sport, announce action plans and the results don’t follow. This is clearly not the case for the player welfare action plan. The work that has been done over the past 6-9 months and the initiatives that have been introduced should be congratulated. And it doesn’t stop there. In his statement Sir Bill Beaumont added; “In 2022, we will kick on and take our support for player welfare to the next level. We will further implement our brain health action plan, supporting former players who have worries about their brain health via a global network of services run in partnership with national unions that provide access to specialist support and information, and to further understand any links between the game and neurodegenerative diseases. "We will redouble on our investment to better identify and manage head injuries, promote individualised riskbased rehabilitation following a head injury and we will also sign innovative technology and research partnerships that will inform meaningful changes.” This shows that World Rugby is taking player welfare extremely seriously. They are increasing investment, time and effort into making the game for everyone safer to play. Inevitably there will be critics saying that the game is changing beyond recognition and that the highrisk element of rugby is why they play it. "But we have to remember that for majority who play rugby it is just a hobby not a full-time profession, so steps have to be taken to avoid life changing injuries. Even for professional players, where the risks can be argued are higher, their playing days are only a relatively small percentage of their whole working life. It’s important that their health and safety is a high priority of the sports global governing body so players can prosper in life after playing rugby. The world as we know it is constantly evolving, rugby is certainly part of that, and World Rugby have to be commended for being at the forefront of progress in player welfare.
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Club Profile
A tiger's roar can be heard far and wide Sheffield Tigers are in their 90th year - an impressive feat for any sports club. They are proud of their long history and have exciting plans for the future. As you come into the city of Sheffield from the west on the Hathersage Road whilst enjoying the revealing vistas of the city with seven hills, you can now notice a brown sign pointing to the left. STRUFC. That is the home of Sheffield Tigers and whilst the extreme location on the very edge of the city boundaries offers naturally challenging weather conditions there is huge momentum of activity in this part of South Yorkshire.
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Club Profile Tigers were formed in season 1932/33 and played their first year in the north of the city before moving to the Dore Moor area to a rented pitch. As the club developed, they moved nearby to what is still their current ground and commenced a process of establishment over the next five years. Tigers built a clubhouse and laid out two pitches before it but with the advent of World War Two it was not until 1946/47 that these facilities were fully realised. Tigers expanded the facilities with more changing rooms and a further two pitches, one known forebodingly as “The Eiger” to which anyone unfortunate to play a half on it up the hill could attest to. However there are records which document on at least two occasions that those with that handicap did actually win a half! At the start of the 1950s the name of the club was becoming well known through the country’s rugby circles and to mark the Tigers’ 21st anniversary then England captain and ex-Sheffield schoolboy Bob Stirling was Guest of Honour at the celebratory dinner. By the mid 1970’s the club were fielding five senior sides and by 1981 were able to procure the freehold of the grounds. When the RFU introduced the league system in 1986
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Tigers were placed into Yorkshire Division two and were mid-table stalwarts there for around fifteen seasons, often having an excellent home record, due possibly to visiting teams not finding the sometime Arctic conditions to their liking! Things really began moving on the playing side at the turn of the millennium. First up was a visit to Twickenham where Tigers defeated a highly rated Bank of England side 20-11 in the RFU Vase final. Then a year later in 2001 the Yorkshire Shield came to Dore Moor, courtesy of a 20-3 victory over Scarborough at Hull, but perhaps more significantly, Tigers gained promotion to Yorkshire Division One. Relegation followed two seasons later, but three successive league promotions saw Tigers reach North One. A return visit to Twickenham in 2005 resulted in a convincing 30-13 win over Solihull to claim the RFU Vase again. By 2011 the Tigers arrived in National League Division 2 North, at level four of the pyramid, and after one further relegation and promotion, currently sit at eleventh in a tightly contested mid-table. Now as Tigers approach their 90th anniversary, there is plenty to look forward to in leading up to their centenary in 2032. The club have recently appointed Jack Howieson, a former Rugby League international, as Director of Rugby and he, along with long serving first
team player / coach Jamie Broadley, are the nucleus of the drive to continuously improve playing matters. Like all clubs, Tigers are aiming to progress higher in the league system but there is a realistic approach to how this might be achieved. The short- and medium-term goals revolve around becoming a regular top six side in their division and then breaking into the top three. Promotion to step three would involve significant costs both in terms of team running costs and improved infrastructure at the Dore Moor ground.
To facilitate the recent and planned growth for the club, there are ambitious plans as Tigers Chairman, Paul Walker, explains. “We divested “The Tiger” a while back but now with so much rugby taking place at Dore Moor, we urgently need a new and replacement fourth pitch. We have acquired land at the back of the clubhouse and are now actively fundraising to meet the estimated cost of £130,000 to make it ready for use. We are well on the way to achieving this and have recently gained formal planning permission.
“We are introducing an Academy style playing system so that we can develop our own player career structure right through from minis, juniors and colts rugby to 2nd team and eventually the first team squad”, explained Broadley. “We like to play in an attacking style with a mobile pack and nuggety defence to combat sides who may be bigger physically than us. Additionally we want to create an environment whereby players can create great memories and experiences and that we are perceived as the destination and senior club in Sheffield with a rewarding social set up.”
Club members are identifying and implementing a series of initiatives to make our plans a reality soon. Looking further ahead, we have a vision to develop the facilities in all aspects, for example hybrid pitches, more changing rooms and improved car parking and spectator amenities. Covid has hampered us but we are now in a position to move forward and create a magnificent set up in time for our 100th season.”
Those brave pioneers who set up the club back in the 1930s would be delighted to see the club’s current facilities. There is a sizeable multi-station indoor gym area and two floodlit training pitches. As well as the burgeoning youth set up Tigers host a fully inclusive but separate club in Sheffield Vulcans. And this season has witnessed the formation of the talented and highly enthusiastic Sheffield Tigers Women, who have emerged victorious in all three of their games so far, scoring over 250 points without conceding any! Then for post-match socialising the club stocks plenty of beverages including Moonshine and Daily Bread, from the flagship range of the local Abbeydale brewery.
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Club funding
Greene King 'Proud to Pitch in' initiative Not only will this initiative provide vital funding for rugby clubs in England but it will also help improve many peoples mental wellbeing. A new report by leading pub company and brewer Greene King has revealed that 84% of Brits believe grassroots sports are beneficial to local communities. The study, commissioned to support the new Proud To Pitch In funding scheme, revealed the top benefits of grassroots sport are meeting new people and getting Brits out of their home, according to 75% of respondents. Other important benefits included improving wellbeing (73%) and garnering a sense of community spirit (72%). The new Proud To Pitch In scheme will see Greene King pledge £100,000 worth of grants in their first round of funding to local sports clubs before the end of January 2022, with additional funding to be made available in the New Year. Whether it’s the local football team, rugby club or netball squad – beneficiaries of the Proud To Pitch In fund will receive a grant up to £3,000 each. To support the scheme, Greene King has teamed up with former rugby union player James Haskell, who joins as Proud To Pitch In’s first ambassador. James began his distinguished rugby career at Maidenhead Rugby club – so knows first-hand how local sports clubs can have a profound impact on the top of the sporting pyramid.
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Club funding James Haskell, Proud To Pitch In ambassador said: “Local clubs are an essential part of the sporting landscape here in the UK. They’re the best place to spot future talent, and what’s more, they have a profound impact on mental and physical wellbeing in the local community. “I’ve seen first-hand how many clubs are struggling with funding, especially following the challenges of COVID-19. The Proud To Pitch In Scheme is an incredible opportunity for clubs right across the UK to bring in the cash they need, with no strings attached.” In assessing just how crucial grassroots sports are to the nation, Greene King discovered that 4 in 5 (81%) believe grassroots sports are one of the best ways to meet new people, with over a third (35%) of the UK having made six to 10 friends at a local sports club. On top of this, just under half (48%) of the nation say they would raise funds for their local club if they could. Aside from benefits within the community, the research also revealed that huge 9 in 10 people (90%) believe grassroots sports has had a positive impact on their physical health, with just 1% stating it has been negative. Unsurprisingly, football was named the UK’s most popular grassroots sport, with over half (53%) of those surveyed picking it as their favourite game. Swimming made a splash in second spot with 31%, followed by tennis (30%) rounding off the top three sports. It’s clear community level sport has a huge impact on the highest level of the sporting pyramid. When questioned, just 5% of respondents said that grassroots clubs had no effect on high level professional sports. What’s more, 71% of people believe grassroots sports are important for nurturing younger talent. 64% said it was key for helping to develop the sport, whilst 59% said increasing sporting awareness was another essential factor. These findings reinforce the need for increased funding, with around quarter (25%) of Brits saying that a lack of proper equipment is the biggest area that needs improvement in local clubs. Approximately 400 Greene King Local pubs and free trade sites are taking part in Proud to Pitch In, with 10p from every pint of Greene King IPA sold in participating
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sites providing the funds for the scheme. Following the impact of COVID-19, local clubs are more cash strapped than ever before. When questioned, 1 in 5 respondents said COVID-19 has negatively impacted their local sports scene, 39% would feel sad if their local club had to be disbanded, and a further 39% would feel disappointed. Surprisingly, as much as 54 % of those surveyed stated they had never participated in grassroots sports, with over 1 in 10 (14%) claiming there are no sports clubs in their area with which they can get involved. Given there are so many benefits to local sports clubs, the lack of awareness with some Brits is a clear sign that more funding is needed to help clubs become more accessible to the wider community. Will Hemmings, Greene King Brewing and Brands Marketing Director said: “Here at Greene King, we know just how important local sport is to our communities, and how our pubs are so often the meeting place of choice for a post-match pint. We’re committed to doing everything we can to ensure grass roots sports can flourish not just for the physical benefits, but for the community spirit it delivers. “Our Proud To Pitch In scheme isn’t a one off campaign, it’s a continuous pledge from Greene King to the thousands of clubs across the UK. We’re here to support you, right through 2022 and beyond to make sure community sport gets the backing it sorely needs, especially if your local team has struggled to secure funds in recent months.”
In Focus
GoLo was founded during a Covid 19 lockdown by Danny Lambe. Danny is a decorated rugby coach and has won the Munster Junior Cup with Rockwell College. He is a dedicated coach and continues to coach at School and Club Level in Cashel Rugby Club.
These specially internationally patented tackle pads are designed to be durable and perfect for all training scenarios. GoLo tackle pads are designed to be worn throughout a training session and are easily interchangeable between players.
After years of coaching Danny has constantly struggled to get players to tackle lower and more accurately. He believes the game of rugby has changed over the last number of years and there is now a huge emphasis around safety and tackle height.
These pads are made of special materials to ensure they can withstand all rugby sessions.
Dannys vision is for every player to have access to a GoLo to ensure that they are easily able to drop the height of tackles and overall improve the game of rugby. The creation of such a product means that coaches can now easily help players of all ages identify the correct tackle height. If you observe any underage rugby session you will constantly hear coaches encouraging their players to ‘Go Lo’. With this new products players will be able to easily remember the correct tackle height and position in game situations. Main features are: 4x Padded Leg Areas 1 Large Waste Padding Area 2x Large Targets 3x Easily Adjustable Velcro Straps High Density Tackle Foam Military Grade Material Zero Friction Velcro Straps
For more information contact GoLo via their website: https://golorugby.com/ If you are a club/school looking to bulk order any of our products please contact them today for a quote: Tel: +353 87 654 3708 Email: info@golorugby.com
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Club funding
Community funding provided for Berkshire Brigands The financial support will help this great club grow and develop so they can continue to encourage anyone, disability or not, to play rugby.
Berkshire Brigands, has received funding from the Community Fund, a joint initiative between the University of Reading and the John Sykes Foundation.
And it could help them take part in the International Mixed Ability Rugby Tournament, the equivalent of the Rugby World Cup. This takes place in Ireland over June.
Set up by Colin Stonehouse, a member of the Security team at the university, the club is open to anyone over 16, regardless of whether they have a disability or not.
The team has been awarded financial support to help them provide additional training for four coaches and volunteers.
He was inspired to start the team after his youngest son, Duncan, wanted to play rugby like his older brother Drew. However, he has Down Syndrome, which prevents him from taking part in contact rugby.
Head coach Duncan Jones said: “I coach the Brigands because I strongly believe in complete inclusivity in sport. Because of rugby, I have been able to travel around the world and make amazing lifetime memories.
The Community Fund backing will help the Brigands become a team that can play other mixed ability teams, social sides and regular club teams across the country.
“I feel anyone should be able to reap the many benefits of team sport, whether that be making lifelong friendships, challenging yourself or just feeling part of
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something. By leading as a coach for Berkshire’s first mixed ability rugby team, giving people in Berkshire who beforehand may have felt it to be a huge obstacle, an opportunity to join a rugby team, is incredibly inspiring to me.”
She continued: “The standard of rugby is astonishing, and just watching is a truly joyful experience. We are already finding that wherever Duncan goes, he is finding others equally loving their rugby, and ready to offer friendship rooted in it.”
The club is open to new players, and it has a focus on rugby union’s core values of teamwork, respect, enjoyment, discipline and sportsmanship is valued by both players and their families.
The Community Fund was launched in April last year, by the University of Reading and the John Sykes Foundation. It offers financial support to projects that benefit the people and community of Reading.
“My 21-year-old son went to play with the Berkshire Brigands, and I couldn’t believe it,” one parent said. “It was the first time in 12 years he had been anywhere without me. It’s the best part of his life.” Kate Stonehouse is team manager for the Brigands, and Duncan’s mum. She said: “We have been overwhelmed by the support we have received since suggesting the idea, and how committed everyone has been to making it happen. “And it is finally happening. “Duncan is playing rugby with his brother, and with other like-minded players, with learning disabilities and autism and without.”
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Player welfare
Fill Your Boots are “Bringing Rugby Together” On the 6th anniversary of the creation of Fill Your Boots as a grassroots rugby player exchange, they announced the launch of our brand-new social network, designed to bring the entire grassroots rugby community together like never before. Over the past 18 months it has been clear that the need for collaboration in order for the grassroots game to survive and the new Fill Your Boots platform gives players, clubs & volunteers the opportunity to connect, share knowledge off the pitch and ultimately, make more rugby matches happen on it. Each area of England, Wales & Scotland has been given its own “Rugby Finder” group, where clubs and players can network in order to make more rugby matches happen, whether it be searching for a fixture or connecting with a local player who needs a last-minute run out. The platform will give volunteers & coaches a place to interact and learn from each other with a dedicated forum, which can hold its own Zoom meetings to discuss different topics. This is going to be the place to share experiences and grow the game of rugby off the pitch.
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Clubs who sign up for a profile will be added to our “Find a Rugby Club” map and search engine, a place where anyone can search for a club in their area. We have teamed up with contributors who want to see the game grow, who have provided articles and webinars to compliment the back catalogue of Fill Your Boots created programming including FYB Rugby Round Table, FYB The Hard Line & FYB TryTime. More programming from the world of Rugby will be added in due course. Fill Your Boots founder Sean Phelan said: “I have enjoyed the past 6 years helping clubs & players over Facebook & Twitter, but it now seems the perfect time to launch our own social network. The last couple of years, with the cuts at the RFU and the pandemic has shown that there is a real DIY attitude within the grassroots game and this new platform can be the perfect place for everyone to come together, learn from each other and make more rugby matches happen. This isn’t a team management or a payments tool. Fill Your Boots is purely designed to be a compliment and be a club & player development tool.”
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In Focus: Oryx Media
Community-centric approach to rugby club marketing There are a number of marketing strategies rugby clubs can use to help develop their club. The communitycentric approach relies on increased engagement and communication with the local community to establish new connections and grow commercial revenue. Effective execution of this approach needs a well organised communication strategy, both internal and external, as well as creative ideas to engage uniquely with the community. How can clubs put this approach into practice? 1) Communication strategy The most effective way to communicate with a club’s community directly is via email using an email automation software. This will allow your club to reach a large number of people that have shown interest in receiving information from the club. Like with any marketing communication consistency is key and maintaining a continuous and interesting dialogue with your audience will help develop relationships. Your club should develop an internal communication strategy that may take the form of a simple regular e-newsletter and try grow the reach of this communication. This can be used to broadcast what’s happening at the club – upcoming events, match reports and available commercial opportunities. This last point is something clubs should pay particular attention to. A simple but very effective strategy is to try and identify new commercial partners within your club’s existing community. Advertising available sponsorship options in your internal communication to your members can produce new leads from already loyal source. As well as establishing consistent communication with your club’s membership it’s also important to create a separate external communication strategy for nonmembers and potential partners. Again, this can take the form of a simple e-newsletter that keeps people up to date with what’s going on at the club. Alongside an email marketing strategy every club should also have a good social media presence. Social media provides an excellent way of reaching people that haven’t opted in to receive information from the club directly. Again, consistency and continuity are the best ways to succeed at growing you club’s social media presence. The common misconception with social media is that it is quick fix marketing approach but the reality is that you normally start to notice significant results after a
longer period of time. Increasing your social media activity will expand your rugby club’s presence within the local community and slowly but surely attract new partners to the club. A more traditional but still valuable tactic is to form a relationship with local media outlets such as newspapers or magazines. This is just another channel that a club can use to communicate with the local community and showcase what’s going on at the club. The only difference with this option compared to email and social media is the club loses some control of the content that may be published. 2) Establish your club as a community hub Establishing your rugby club as a focal point for the community and a place where people can gather is a key element of the community-centric approach. This means making the most of your club’s facilities to host events (rugby related and non-rugby related). The purpose of hosting events can be to fundraise, but they can also be just to increase the foot traffic at the club. Depending on your club’s size, experience and knowhow the events can range in magnitude. For example, a club can take advantage of a regular event in people’s calendars like Christmas or Easter and have a themed match day to attract more people to the club. Alternatively, a club can take a fundraising approach and host a fully catered event with entertainment with the aim to sell tickets and create revenue from bar sales. Either option can be a success for your club - The most important thing is that you are creating a valid reason for people to break the norm and go to the club. If you aren’t set up to host any type of event the next best option is to be proactive in growing the foot-fall at the club on a match day. Again, there are two angles you can take with this approach. One is from a commercial perspective, where you reach out to local businesses and invite them down to the club on a match day as the club’s guest. The second is just to increase your club’s attendance figures on a match day through social media promotion or word of mouth - A simple ‘bring a friend’ campaign is great at increasing numbers at the club. The community-centric approach to marketing your rugby club is an effective long-term method of club growth. Having a community focused strategy will help cultivate a loyal membership at your club and lead to increased revenue and growth.
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Club funding
Honda drives funding and education for rugby grounds Honda are highlighting how valuable volunteer ground staff are at rugby clubs and are rewarding their contributions. With more than 3000 club rugby pitches across England and over 1300 volunteers signed up to Rugby Grounds Connected, Honda has become principal partner for an inspiring three-year programme which will, among other features, reward those keeping pitches playable nationwide. As the first-ever title partner for the Rugby Grounds Connected programme, Honda - a world-leader in lawnmowing technology - will be lending its expertise to help improve pitches across England. Not only will Honda be sharing expertise but they will also be funding available for clubs through the sponsorship deal. There will also be a new, year-round webinar and, hopefully, next spring and summer face-toface events across the country, with keynote speakers, machinery and demonstrations - Around 200 grounds volunteers have already benefited from training and education courses. Ted Mitchell, RFU National Facility Development Manager, explained the ins and outs of the partnership:
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“Getting a visit from Keith for grounds volunteers was the equivalent of players getting one from Eddie Jones. And, increasingly with Jim before Keith retired, he would go to a club and they were in awe of him. We will be building on that with the Honda partnership providing inspiration, guidance and advice. “Crucially as well, the government funded Football Foundation which has to deliver multi-sport outcomes, is funding a three-year pitch improvement programme via grant funding to the Grounds Management Association, previously the Institute of Groundsmanship. Their team of full-time pitch advisors now includes four rugby union pitch advisors who will visit clubs and help them to improve their pitches. "Four people being funded, including a key account manager, over three years, is a significant investment the Football Foundation is making and we are working hand in glove with them, having been involved in the recruitment. Advisors are now going out and visiting
clubs, building on what we've done before with Keith and volunteers, providing advice and guidance on how to improve their pitches. “Yes, it's about pitch quality, improving the quality of your pitch. But the big thing for us in rugby development is if you improve the quality of the pitch, you improve the capacity of a pitch. So the amount of usage, you can get on a grass pitch. “Effectively, if you maintain your pitch much better, you are likely to get another match a week. There's science behind that, and if someone's got a poor maintenance programme and moves it to good, or good to excellent, you're going to get another match a week. If you take that across 1000 clubs, each club having four pitches, you get to a very, very big number, you get to 40,000 or 50,000 more matches or training sessions a year. “A spin off of the pitch advisory service is that, again funded through the Football Foundation, we are creating a revolutionary app, which we'll be ready to test in the new year with a view to launching in April. That will basically be an app where anyone with a smartphone, a tape measure, and a spade or trowel can upload data and get advice from these reports. We don't want to lose the touch and feel of people actually going into clubs but in terms of volume, we can do pitch assessments in the first instance, without actually having to go to a pitch, which is pretty cool. Keith is a really inspirational figure and since 2015 we
have developed from setting up the email address, and the first email landing from someone in Merseyside saying can I have some help with my pitch. Within two years we had 1000 grounds volunteers registered. With lockdown, it wasn't quite as active as it had been. So that brought to where we are right now, in a really exciting time. “We have rebranded to the more inclusive Rugby Grounds Connected, changing our Twitter handle email address, changing all the branding, changing everything but keeping RGC, which is really known within the sector and within the industry, which we're keen to do, while getting rid of the gender specific title. “The Honda partnership is a huge step forward and, combined with the Grounds Management Association partnership, will have a tremendously positive impact after the recent challenging time for sport. “Whether we are helping people who, as of three months ago, had never maintained a pitch in their lives, or to people who do have expertise, Honda Rugby Grounds Connected will bring sound advice and inspiration for rugby club grounds volunteers from Cornwall to Cumbria.” “The volunteers who tend pitches across England are fundamental to getting games played and their work and dedication in all weathers is something Honda really want to celebrate and support.”
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Club news
Halifax RUFC make historic appointment of first female Club Chair Hailey Dundavan has been a vital member of the Halifax women’s rugby team for over 10 years, serving roles as the women’s team’s club manager, captain, bar staff and board member during her time at Ovenden Park. Her appointment was therefore an easy decision for other board members, and highlights the commitment to diversity and inclusion at Halifax. Halifax RUFC Club President Tim Greenwood said of the appointment, “This [appointment] will not only strengthen our infrastructure at Halifax RUFC, but will send a message out to the rugby fraternity of Yorkshire and England as to how important female members and players are at our club. Hailey has been a member for many years and it will be a great honour as President to work alongside her”. Rugby has been a huge part of Hailey’s life ever since she joined the club in 2008, and she has shown a huge commitment to the organisation, alongside running her own business as a gymnastics coach and being a dedicated mother to her young son George. She is absolutely honoured with her appointment saying, “This club and the people within it, hold an incredibly special place in my heart. I cannot wait to continue to build our hub for the benefit of this community. My life is very closely linked to Halifax RUFC and the rugby family, I even met my husband at the club, and my four year old son loves tearing round the club house after matches!”. Halifax RUFC has been a vital part of the Halifax community since it moved to its current home of Ovenden Park in 1925, and has been absolutely dedicated to its female rugby team ever since their inception in 1996.Halifax RUFC currently has two men's squads, two women's squads and a Colts team. They also have a Mixed Ability team, Halifax Magpies, who are raising funds to travel to the International Mixed Ability World Cup in Ireland in June this year. Outgoing Chairman Grayham Smith says of women’s rugby at Halifax RUFC, “Ladies rugby at Ovenden Park has improved greatly over recent seasons and Hailey has contributed in no small part to that continuing improvement”. He continued, “Hailey is a forceful, enthusiastic and loyal playing member, and I am confident that her organisational and administrative skills will serve Halifax RUFC very effectively”.
Princess Yachts sponsor Plymouth Albion Plymouth Albion are delighted to formally welcome Princess Yachts, the UK’s largest yacht manufacturer, into the Albion family as part of a new partnership agreement alongside Plymouth Argyle and Plymouth Children in Poverty.
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The partnership with Argyle, Albion and the popular city charity will provide employees with discounted tickets, matchday sponsorship and activities for both employees’ children and young people in the Plymouth area. Additionally, the Princess brand will appear proudly alongside the Eric Johns stand. Speaking of the deal, Adrian Bratt, Director, Princess Yachts said “This week has seen Princess Yachts very publicly show its commitment to Plymouth. The announcement of these critical local partnerships provides further demonstration of our support for both our employees and the local community now and into the future. We are delighted to be able to engage so proactively with the City.” In response, Chris Bentley, Albion’s commercial manager said, “We are delighted to welcome Princess Yachts to the key sponsor tier at the club with a very ambitious sponsorship agreement. With Albion about to launch our very own PROJECT 150 initiative, this is a real fillip we can’t wait to see the positive effect this will have for the Devonport community and Princess staff."
New PA System installed at Veritas Park Taunton RFC are delighted to announce that there has been a new PA system installed around the ground to improve the sound quality of the music played and also the match day commentary. This has been extremely generously donated to the club by 2 long term supporters of Taunton RFC. Steve Budd who travels the country week in week out to support the Titans kindly donated towards this project and said "I’d just like to add my thanks to Vaughan Sound Installations and T&C Electrical for the supply, installation and commissioning our new PA system at the rugby club, Having seen and heard the new system being commissioned I’m sure it is a huge improvement on the old system and should help provide many years of quality PA and music to improve the overall rugby experience for the players and supporters alike. As a supporter who has visited many of the away matches so far this season in Division One I can say with some confidence that this is one more reason (amongst many others) why we have one of the best rugby club grounds in this division." Steve Collard another long term supporter of Taunton RFC also donated to this project and we thank Steve for the work he has put in to push this project into the frame. On the new PA System Steve said: "Following a successful Commissioning of the new PA system this morning at TRFC, I would just personally like to thank you both (T&C Electrical and Vaughn Sound installations), and your colleagues. The installation was exemplary, as was it’s commissioning, so please pass on my thanks to all. The quality of sound is excellent, and far removed from the old system.
Huddersfield Rugby stands with Ukraine Huddersfield RUFC chose the occasion of their National 2 North home game against Loughborough Students to demonstrate their support for the people of Ukraine. The proceeds of the match day raffle and a collection amongst the spectators raised over £1500. The money has been donated to the Help Ukraine Emergency Appeal. On the day a symbolic expression of support was made by the players and crowd prior to kick off, the Ukrainian flag was flown on the club staff and the match programme, which contained editorial comment, was adapted to reflect the occasion. One club member was particularly pleased by the strength of the support shown. Bohdan Santar is president elect of HRUFC and also serves as secretary and vice chairman. ‘My father was Ukrainian and experienced at first hand the horrors of war. In World War 2 he was forcibly conscripted into the Soviet army when they overran the country. He was just 16 years old. He was captured by the Germans and transported to Belgium to work in the coal mines, where he remained until the country was liberated by the Allies. At the end of the war, along with many of his compatriots, he came to the UK and started a new life here in Yorkshire. ‘My family was from the west of the country and I still have relatives living there. The developments in the east have concerned me for years and I have long feared a Russian invasion. Back in the 1930’s, under Soviet occupation and Stalin’s dictatorship, millions of Ukrainians were starved to death or displaced, during the ‘Holodomor’. The recent occupation of Crimea and subsequent invasion echoes that past. The fact that Putin’s take over of Crimea met with only modest opposition from the western powers has emboldened him to push on. However, his assertion that there is an appetite for affiliation with Russia in Ukraine is ridiculous. He talks of a separatist movement in the Donbas area in the east but the problems there stem from Russian infiltration. I would remind people that back in 2014, when the present crisis was in its infancy, 298 passengers and crew were killed when a Malaysian airliner was shot down over the region by a Russian missile. Russia is intent on eliminating the independence of Ukraine and denying its citizens democracy and freedom. ‘I have been heartened by the support of decent people throughout the world for the people of Ukraine and I am proud of the efforts made by all at the rugby club. The actions taken in Ukraine by Putin are appalling and I feel sorry for the ordinary folk of Russia, where opposition to his dreadful conduct is simply being suppressed. The brutal war Putin has inflicted on a peaceful neighbour, creating misery for millions, will not be forgotten or forgiven.’
Sale FC partner with LooseHeadz Time To Talk Day’ is the nation’s biggest mental health conversation. This is the day that friends, families, communities & workplaces come together to talk listen & change lives. As part of that conversation, Sale FC are proud to partner with LooseHeadz. LooseHeadz champion the Mental Health conversation across Rugby Union and we are excited to announce our partnership with them. We are looking forward to joining forces to help tackle the stigma around Mental Health. Three of our club members Elizabeth Dockry, Joanne Bambrick and Paul Gibbon have been researching a player welfare initiative with an organisation called LooseHeadz. We will shortly be sharing more details of our designated Sale FC LooseHeadz specific roles and responsibilities within the partnership. We will also be rolling out a range of useful resources for every player across the mini & juniors, colts, women’s and mens senior teams over the coming weeks. It goes without saying that Sale FC Rugby put all our players welfare, at the heart of everything we do as a club. We are so proud to be announcing the partnership with LooseHeadz and championing the Mental Health conversation.
Hartlepool Rovers announce two new partners The junior section are delighted to announce two exciting new sponsorship arrangements. The club's oldest boys the U14’s led by Liam Wintersgill will be proudly wearing new shirts sponsored by local business KIS Scaffolding Ltd. Whilst the Under 13 boys led by Paul Arnell have been sponsored by Tulway Pipework and Mechanical Engineering. Both teams will be receiving a bespoke design Macron kit in traditional Rovers colours.The shirts will carry proudly the logos of KIS and Tulway respectively. The club looks forward to hosting representatives from both sponsors at the Friarage on receipt of the new shirts and have little doubt the standard of play that the lads deliver will be just as impressive as the new shirts on the players backs!
Dundee Rugby Club appoint Equality and Diversity Officer The club are delighted to announce Erin Davie has stepped in as Equality and Diversity Officer at the club A huge thanks to Erin Davie for taking on the role of Equality and Diversity Officer at the club.
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Club news This is a new position and one that is very much needed to support the club's diverse membership feel part of one club. About the appointment Erin said: "I joined Dundee Rugby Club in Summer 2020. After popping along for a sunny Dundee training session, I knew I'd be sticking around. The rest is (quite a short) history! Everybody was so welcoming, and seeing a few familiar faces from clubs I've played with over the years also helped! I've been enjoying playing my first season at scrum half, even if I am a bit lanky! Look no further for a questionable Spiderman pose. Prior to joining Dundee Valkyries, I played with Hillhead Jordanhill (2018-2021) and Glasgow University (2014-2018). "I'm excited to represent Dundee Rugby Club members as Equality and Diversity Officer. As an openly gay woman, I understand the importance of equality and respect towards LGBTQ+ people from first hand experience. Not many people know this, but I do identify as having Autism (ASD). It's early days for me in my journey, but this has only made me more mindful of accessibility, inclusion, and the importance of being surrounded by supportive people. "For me, being the Equality and Diversity Officer is about driving forward positive change; in improving both ourselves and our club. Creating an inclusive and welcoming environment for all members (regardless of gender, age, race, religion, sexuality or disability) falls on each individual at Dundee Rugby Club. We must understand our unconscious biases and tackle them. "These 'micro-moments' we share accumulate to achieve a culture of true fairness, equality and inclusivity. We all just want to play rugby, and have fun doing it! Dundee Rugby Club is a club for all, and we welcome all of the incredible diversity we have passing through our gates at Alloway Place and Mayfield."
Sheffield RUFC announce new equipment sponsor Sheffield RUFC has taken delivery of new Pitch Kit for our Top Pitches in the form of Post Protectors, Pitch Poles and Flags, plus Try line corner pole protectors. They're sure their junior teams will get a big lift as they enter a pitch prepared like the pros. The club really appreciate the kind contribution from Dales and Peaks Estate Agents in order to make this happen. You just don't know how much this helps our juniors. It must be worth at least one Try to get us on the front foot when playing our matches at home.
North Walsham strengthen ties with University of East Anglia Links with the University of East Anglia (UEA) have been significantly strengthened with Ryan Oakes’ appointment as the University’s Head Coach, where he is
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joined by fellow Vikings Callum Anthony who assists with the Mens’ teams and Frank Scott with the Womens’ side. This arrangement supports key strategies of both organisations, the Club looking to work closely with all levels of education locally and the University seeking developments to its sports offer as aids to student recruitment and personal wellbeing. Rugby is already a significant sport at the UEA with a Womens’ team and three Mens’ teams playing on Wednesdays in the nationwide British Universities & Colleges Sport Leagues. The University offers sport scholarships to talented athletes from a range of sports, including rugby, which is one of its five performance sports and benefits from enhanced provision. Consequently, Ryan’s role goes beyond leading training sessions and match day coaching, working also to raise the professionalism and performance of the teams by introducing performance analysis and embedding strength and conditioning provision. “UEA Sport is very excited to be in partnership with Norfolk’s Premier rugby club, it will really help drive forward our rugby programme and we can already see the positive impact this partnership is having for our students.” said Joseph Skeet, Student Performance Sports Manager. Mark Heazle, UEA’s Head of Sport and Physical activity commented, “we’re delighted to be working with North Walsham Vikings, adding to our growing set of partnerships with high performing local clubs. This relationship will drive up performance and standards and really benefit both parties.” For the Club, which has long welcomed players from the UEA and also supported our players studying there with bursaries, this Partnership builds on that with Easton College and our Schools Programme. “It means” said Ryan, “local players looking to go into Higher Education will know that if they stay locally they will have opportunities to develop their rugby in a university setting, whilst it will also encourage players from elsewhere to apply to the UEA. This will be a great partnership for North Walsham RFC and should help develop Norfolk rugby.”
NLD RFU appoint Girls Rugby Coordinator They are delighted to announce that Siobhan Peeling has been appointed as Girls Rugby Coordinator for NLDRFU. Siobhan has a passion for rugby and ensuring women and girls rugby have the best opportunities to thrive. Siobhan plays for Belper RFC Women and also coaches Belper RFC girls. With a work background in adult training, Siobhan will be well qualified for facilitating Girls Forum Meetings. She will also be a valued member of the NLD Age Grade Team as we develop projects to improve the rugby experience for girls, boys, parents and coaches.
Caldy Rugby Club propose new club house The club admits that the condition of our clubhouse remains a matter of serious concern. Over the last 18 months, a small development group has been working behind the scenes on a proposal for a new building. Recently a full planning application was submitted to Wirral Borough Council and was validated upon their planning website just a few days before Christmas. In order to share this significant opportunity with you can we encourage you to follow the attached link and view all of the proposals & associated documents.
Devon RFU appoint new Safeguarding Manager Sharon Higginson has been appointed as Devon RFU’s new safeguarding manager. She succeeds the longserving Elaine Palmer, who has kindly agreed to give appropriate assistance as Sharon settles into her new role.
Sharon brings experience as safeguarding officer for Plymstock Albion Oaks RFC over several years, as well as academic qualifications relevant to this very important area of the game. Devon chair Geoff Simpson said: “As a county we are delighted to have someone of Sharon’s standing in this area.” He welcomed her to the team which aims to ensure that the playing of rugby in Devon is a safe and enjoyable experience for all.
Newark Rugby Club announces new U13 team sponsor The Under 13s would like to welcome our new sponsor Balderton Tile Centre to the Newark Rugby Club family. Balderton Tile Centre was founded by Mr and Mrs Barry John over 35 years ago. Remaining firmly in the heart of the family, the business is now run by their daughter and son, Marcia Peck and Jason John.
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From the professional game
Premiership Rugby launches PRTV Live
World Rugby appoints Phil Davies as Director of Rugby
Premiership Rugby has launched a new streaming service, PRTV Live which will give supporters the chance to watch all Gallagher Premiership Rugby matches not being broadcast on BT Sport or ITV. Starting as a pilot service, PRTV Live is streamed directly to fans via the Premiership Rugby mobile app and provides supporters with a comprehensive service. PRTV Live will show the games that are not broadcast by BT Sport or ITV, so fans will now have access to up to 480 minutes – eight hours – of pure rugby action over a weekend.
World Rugby has announced the appointment of Phil Davies as the organisation’s Director of Rugby.
Simon Massie-Taylor, Chief Executive Officer at Premiership Rugby said: “PRTV Live signals another step in our journey to grow the game and make Gallagher Premiership Rugby accessible to as many rugby fans as possible."
Davies brings a wealth of high performance, technical and people management skills to the role having spent more than 25 years coaching elite teams, including Cardiff Blues, Scarlets and Worcester Warriors and Leeds Tykes. He joins the international federation next month from the Tykes, where he is Director of Rugby. The former Wales international is also a hugely respected figure within test rugby and is no stranger to World Rugby’s high-performance programmes, having steered Namibia to consecutive men’s Rugby World Cups in 2015 and 2019.
Premiership Rugby to launch the Smart Rugby Ball The Premiership Rugby Cup will become the first professional northern hemisphere competition to trial the Smart Rugby Ball, which will provide new, real-time data-led insights for teams, coaches, fans at the games, as well as TV viewers at home. In partnership with Sportable, BT Sport and Gilbert, Premiership Rugby will trial the use of the new Smart Ball to generate high-speed data to drive better athlete performance on the field, as well as new content and insight for fans and viewers at home. Former England outside-half Paul Grayson, an ambassador for Gilbert Rugby, has been at the forefront of the new smart ball development, working with Sportable CEO Dugald Macdonald and the team of scientists at Sportable to develop a ball that will be used in all 15 remaining Premiership Rugby Cup matches this season. Macdonald said: “We’re delighted to be working with Premiership Rugby on the first live deployment of the Gilbert Smart Ball in a tier one rugby union competition in the northern hemisphere. We are thrilled to be working with such a forward-thinking organisation like Premiership Rugby. Their team has embraced all features of our technology and together we have a fantastic opportunity to enhance the game even further both on and off the field. This is the result of years of hard work, investment and cutting edge scientific thinking, so it’s super exciting to now see the Smart Ball being embraced by leading rights holder Partners across the globe.”
Salary cap investigation into Leicester Tigers concluded
Harlequins reveal plans to improve The Stoop
Premiership Rugby have confirmed that it has concluded its investigation into Leicester Tigers’ Salary Cap compliance for the seasons 2016-17 to 2020-21.
The Club is pleased to share with supporters the proposed improvements at The Stoop that, subject to final planning approval, will be in place for the start of the 2022/23 season.
The investigation was initiated by Premiership Rugby’s Salary Cap Director, Andrew Rogers, using the strengthened powers introduced following a review of the regulations in 2020. In summary, the investigation found that Leicester Tigers, and one or more club commercial partners, entered into arrangements whereby a third-party company made payments to the image rights companies of Leicester Tigers players. These payments should have been declared to the Salary Cap Director as salary, but they were not disclosed.
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The work includes a new expanded North Village area behind the North Stand with a range of renovations designed to give a better experience on match days. These changes are in response to feedback received over the past few seasons and showcased from today through CGI imagery and a fly-through video. The new North Village will feature a large, covered heated area, that can be opened in warm weather.
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