Premiership Rugby — Brand · Comms
GALLAGHER PREM
Rugby Reimagined
A ferocious new brand platform that breaks rugby out of its traditional bubble to compete directly in the modern high-octane entertainment market.
Problem
In a crowded world of entertainment options, rugby was struggling to command attention and stay top of mind. The sport remained confined to a traditional rugby bubble, failing to consistently amplify the visceral truth of its physicality to attract casual, thrill-seeking sports fans.
Truth
To win hearts today, sport must be a social event and a source of adrenaline; fans crave action-packed experiences centred around heroes, unpredictable momentum shifts, and extreme rivalries.
The Big Idea
“A ferocious game played on the edge”
Response
The competition was radically transformed into Gallagher PREM, anchored by the brand positioning: "A ferocious game played on the edge". We replaced polished sports tropes with an unapologetically raw design system featuring a high-contrast palette of Ferocious Orange and Gallagher Blue, dynamic adrenaline-inspired patterns, and gritty, close-up photography that puts fans directly in the action. This visual world was paired with a bold, visceral tone of voice deployed across broadcast, social media, and in-stadium environments.
The results
- Established a bold new benchmark for rugby as the most relentless, electrifying competition in the sport's history.
- Built a comprehensive ecosystem of experience design engineered to double the league’s weekly reach from 1.9 million to 3.8 million viewers.
- Delivered a vivid, digital-first brand experience that successfully captures the true essence and unpolished beauty of the game.
