UP488 The Business of Rugby: Lions Inc, R360, CVC calls on Allera, Women's World Cup

Guest: Paul Morgan, Rugby World Editor and Premiership Rugby Comms Director

Running List: The Business of Rugby Episode

1. British Lions Commercial Strategy

• Ticket pricing controversy: Struggling to sell out Dublin match at £163 per ticket
• Major commercial partnerships: Qatar Airways (title sponsor), Patron Saint whisky, Rhino, Oxford Landing, Charles Tyrwhitt, Howden, Canterbury, Fanatics
• Digital strategy: World Rugby/Lions collaboration on RugbyPass App for Australia tour
• Broadcasting: S4C secures Welsh highlights rights, Sky holds exclusive live rights

2. CVC hire Marc Allegra

• Marc Allera (former EE CEO) appointed chairman of newly created CVC SportsCo
• Background: Sega → Three → EE → Jagex chairman (also CVC-owned)
• 27% stake in Premiership Rugby (acquired 2019)
• Six Nations Rugby investment
• Had to bail out Newcastle Falcons amid broader club financial crisis

3. Rebel Franchise series

• Mike Tindall-backed R360 targeting world's top 300 players
• Estimated £300-400m needed to launch
• Aims for 2026 launch with 12 franchises, no relegation
• Salaries roughly double traditional club pay

The Pushback:

• Simon Massie-Taylor (Prem CEO): "Rugby needs roots, not pop-ups" - dismisses as "distraction"
• Andrew Georgiou (TNT Sports): Calls it "commercially unsustainable," compares to LIV Golf

4. Gallagher Prem Rebrand

• Rebranding to "Gallagher Prem" focusing on physicality ("real grit", "raw speed", "big hits")
• 10% growth in interest overall, 30% among 18-34 year-olds
• Plans for US showpiece fixtures ahead of 2031 World Cup
• Club World Cup launch in 2028 as "step forward in global expansion"

5. Red Bull Buying Newcastle Falcons

• Taking on £39m club debt
• First rugby union purchase for Red Bull
• Plans to use brand/marketing expertise to attract younger fans
• Commitment to keep team in Newcastle, eyeing Newcastle United synergies

6. Women's World Cup - Rugby's Lionesses Moment?

• 350,000 tickets already sold, targeting 400,000 stretch goal
• O2 partnership giving customers priority access
• BBC partnership ensuring nationwide accessibility
• Goal to increase women's participation from 25% to 33% by 2029

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