Premiership to Undergo Rebrand to Attract Younger Fans and Secure Future

English Rugby’s Top League to Rebrand as ‘Gallagher Prem’ in Drive to Attract Younger Fans

The Premiership — the top tier of English rugby union — is rebranding as the ‘Gallagher Prem’ from next season, aiming to highlight the sport’s physicality and connect with a younger, broader fanbase.

The rebrand will debut with a bold new orange logo, set to be revealed ahead of Saturday’s Premiership final between Bath and Leicester Tigers at the Allianz Stadium. The makeover includes a shortened name, intended to align with fan language and give the competition a more informal, less corporate image.

League officials say the new direction aims to spotlight the confrontational nature of the sport alongside its athleticism, precision, and skill — a mix they hope will appeal to new and younger audiences. According to the Premiership, fan numbers aged 18–34 grew by 30% between 2023 and 2024.

“The research showed physicality was a key part of the appeal of rugby,” said Rob Calder, the Premiership’s chief growth officer, in an interview with BBC Sport.
“That came through very strongly, not just with existing audiences, but wider audiences as well.”

However, Calder emphasized that it’s not just about brute force:

“There’s got to be some light and dark to it. That’s where the incredible skill, the pace, and the decision-making under pressure is so important — precision in training and then bravery in execution. We want to talk about all those things.”

As part of its growth strategy, the Gallagher Prem will ramp up its content output on YouTube and social media, offering behind-the-scenes access, big tackles, emerging stars, and emotional highlights — all alongside traditional match coverage.

The league’s marketing push comes after the financial turmoil of the 2022–23 season, when three clubs — Worcester, Wasps, and London Irish — collapsed due to financial insolvency. In response, league leadership sees a franchise-style model as the pathway forward. Under this system, traditional on-pitch relegation would be scrapped. Instead, clubs would be required to meet set performance and governance standards to maintain their place in the league — a structure officials believe will attract greater investment and long-term stability.

Rugby Football Union (RFU) chief executive Bill Sweeney supports the shift, though the model must still be approved by the RFU Council.

Meanwhile, the second-tier Championship has announced a similar rebrand to ‘Champ Rugby’, and the Six Nations also refreshed its look in December with its own orange-themed logo — though initial fan reception was mixed.

With a fresh image and renewed digital focus, the Gallagher Prem hopes to usher in a new era of engagement, energy, and sustainability for English club rugby.