NEWS: Premiership Rugby appoints Wilderness
Premiership Rugby has appointed social media transformation agency Wilderness, part of Havas Play UK, as its new social media agency following a competitive pitch.
After a record-breaking 2023/24 Gallagher Premiership Rugby season, Wilderness's brief is to drive further brand awareness and attract new fans to the game through a cross-platform and unified social media strategy.
The English top-flight is on a continued growth trajectory, aiming to reach more avid sports fans during the 2024/25 Gallagher Premiership Rugby campaign, which Wilderness will play a key role in supporting.
Wilderness will handle Premiership Rugby’s cross-platform social media strategy, content creation and always-on editorial guidance to attract new audiences to the game and drive ticket purchase consideration throughout the season.
Premiership Rugby will leverage Wilderness’s expertise in building online communities, long-term content strategies and experience working with wider entertainment brands, applying these learnings to the world of sports.
Kicking off with the pre-season ticket campaign in August, followed by the 24/25 campaign in September, the strategy will feature engaging and relatable content across TikTok, Instagram, Facebook, X and YouTube, enabling Premiership Rugby to join in on wider conversations and enhance its cultural relevance.
This will include pitch and player highlights, fan experiences, locker room interviews and social media trends, showcasing both the extremes and spectacle moments of the game.
Tom Jarvis, MD and founder of Wilderness, said: “Premiership Rugby is a powerhouse in English rugby, and we’re thrilled to collaborate with them. Our team is dedicated to using social media as a force to bring fans closer to what they love. The captivating moments of Gallagher Premiership Rugby speak for themselves and we’re excited to get started on helping a sporting icon bring a wider and more diverse audience to the game through our social-first thinking.”
Rob Calder, Chief Growth Officer of Premiership Rugby, said: "We’re pleased to welcome Wilderness to Premiership Rugby in what will be a huge season both on and off the pitch. Wilderness’s innovative approach, ability to think outside the box and data-driven creativity will help us to unlock new, diverse audiences and bring more interest across the league and our 10 clubs. Rugby is truly a game for everyone and with Wilderness's support, we hope to welcome many more new faces to our clubs and at the Gallagher Premiership Rugby Final throughout the 2024/25 season and beyond."
