The prospect of a new rebel league or an Anglo-Welsh competition blowing up English club rugby’s traditional structures looks unlikely – for now at least – after the Gallagher Premiership reported promising signs of growth following a troubled few years.
At the start of the week in which Steve Borthwick‘s national side begin their Six Nations campaign, there is good news to report on the state of the domestic game.
With England winning just five of 12 games in 2024 and a bonus scandal hitting the RFU, reasons for cheer have been in short supply recently. It followed serious financial issues in the Premiership in the wake of the Covid-19 pandemic, which eventually led to three teams disappearing into the ether. Now, though, there are signs the tide is turning.
New, independent YouGov data shows a total of 14.3million people in the United Kingdom retain an interest in the Premiership, an increase of 13 per cent since 2023.
Crucially, a significant rise in interest has been seen in the 18-34 age bracket, with the league attracting almost one million new supporters in the youngest age demographic.
It represents a 31 per cent year-on-year rise in the number of young people interested in the Premiership, an increase of 43 per cent since 2021.
The prospect of a new rebel league blowing up English club rugby’s structures looks unlikely
YouGov data shows a total of 14.3million people in the UK retain an interest in the Premiership
The good news comes at the start of the week Steve Borthwick’s England side begin their Six Nations campaign
The prospect of the Premiership merging with the United Rugby Championship and the creation of a new franchise league – which would see players and coaches break away from rugby’s traditional structures – have been mooted.
Premiership chief executive Simon Massie-Taylor believes the positive signs coming from his league – plus the primacy of international rugby – make that unlikely.
‘The implication with the rebel league is that it’s come about because the current league and its product isn’t growing,’ he told Mail Sport.
‘That’s the narrative, but our statistics are to the contrary. While there are still some financial challenges at the clubs to deal with on the back of the pandemic, the sort of growth statistics we have will help our stabilisation plan massively.
‘To me, it doesn’t legitimise any argument to blow rugby up. We have done some work looking at other options and other leagues, but each time we’ve come out and realised the Premiership is very strong. We’ve come out of those experiences realising we might be able to cut the pie differently, but that the pie we have currently is very good as it is.
‘There will still be challenges in the next three to four years, but I think we really need to lean into this now and continue the Premiership’s upward trajectory.’
The demise of former Premiership sides Worcester, Wasps and London Irish kick-started a period of turmoil for the division.
The 10 teams left standing are all still battling financial pressures, but the league’s competitiveness and attacking style is winning new fans.
The prospect of the Premiership merging with the United Rugby Championship have been, for now, mooted
Premiership chief executive Simon Massie-Taylor told Mail Sport that ‘the sort of growth statistics we have will help our stabilisation plan massively’
That’s despite Borthwick questioning whether high-scoring domestic games are preparing his England players well enough to win tight matches at international level.
‘Wider interest in the Premiership, after years of stagnancy or decline, is significantly growing,’ Massie-Taylor said.
‘It’s not only that the general interest has increased across the board. What’s especially pleasing is that it’s starting to spike in the younger age bracket. When I joined Premiership Rugby, interest had been relatively low. The worry was ‘Are we losing a generation here?’ This shows the opposite. It’s really heartening.
‘Lots of us have seen how awesome the Premiership is. But the secret is out now. It’s starting to become mainstream. It takes time to get growth like this, but it’s happening.’
Premiership bosses credit increased social media coverage, more alignment with broadcaster TNT Sports, some free-to-air television coverage and fewer clashes with international rugby for the league’s growth. Only 16,000 tickets remain on general sale for June’s final, with sales twice what they were for the showpiece event this time last year.
Massie-Taylor admits his organisation must ‘strike while the iron is hot’ and not rest on their laurels. He is ‘hugely optimistic’ about the future.
A second consecutive final sell out looks likely while the Premiership’s Christmas matches were watched by 2.6million people.
The Premiership’s chief growth officer Rob Calder said: ‘The product is so strong and getting stronger. On the field, it’s more competitive than ever.
Covid-19 caused turmoil for clubs, with Worcester (pictured), Wasps and London Irish all suffering a demise
Premiership bosses credit the likes of more alignment with broadcaster TNT Sports for growth
‘What existing audiences and new audiences want from rugby is the same thing. They want physicality, big hits, jeopardy and athleticism. That’s the story we want to tell.
‘We want to keep this momentum up. It gives us confidence we can grow the core Premiership audience, but also burst out of that.’
Such a development can only be good for rugby in England.
