Gallagher PREM: Rugby Reimagined
The journey to Gallagher PREM began with a radical rethink of what rugby could be. Through in-depth strategy and research, the opportunity was clear: amplify the visceral truth of rugby—its physicality, its drama, and its spirit of community.
The ambition was bold: to double the league’s weekly reach from 1.9 million to 3.8million viewers by reigniting the passion of loyal rugby fans and captivating new, casual sports fans seeking high-octane entertainment.
This transformation need is far more than a new name or visual identity. It is an ecosystem of experience design—shaping how matches look, sound, and feel in stadiums, across broadcast, social media, and through the stories of the players themselves.
The Potential
PREM Rugby needed to evolve from a corporate feeling rights holder into an entertainment native league that could win elective attention from a new generation of fans and consumer brands. With clubs under financial pressure and audiences ageing in parts of the base, the league had to reimagine topflight English rugby as a bold, fanfirst spectacle—without losing the core intensity that loyal supporters love.
The Insight
Fandom hasn’t become less loyal, it’s become less obliged. Today’s fans build portfolios of teams and players, snack on highlights and behind the scenes content, and experience sport as an always on entertainment ecosystem, not a single 80minute appointment.
The Idea
Treat the rebrand as a story system, not a logo job. We created Gallagher PREM: a new fan vernacular name, a ferocious visual and motion identity, and a 16:9 experience framework that connects badge, broadcast, bowl and browser. From a wordmark that literally lives on the edge, to heatmap inspired patterns, raw photography and bold, entertaining copy, every touchpoint turns rugby’s physical intensity into shareable drama.
The Impact
The ambition is to double weekly reach from 1.9m to 3.8m viewers, grow appeal among younger and more diverse fans, and unlock more consumer facing partnerships—supported by a renewed longterm broadcast deal and an expanded international footprint.
Gallagher PREM reframes English club rugby as a relentless, electrifying spectacle built on heroes, rivalries and unpredictable moments. The league now speaks in the language fans already use, with a more inclusive, entertainment ready identity that makes it easier for casual sports lovers to enter and stay in the story.
“Our ambition was to capture the unpolished beauty, the visceral energy and unpredictability of rugby and translate it into a brand system that feels alive in every channel. Gallagher PREM is designed to be as bold, ferocious and unforgettable as the game itself.” – Guillaume Furminger, Executive Creative Director, Brand Potential
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