Sukh Sadhra [#54]: Selling Out the Premiership Rugby Final Two Years Running

On today’s episode, I’m joined by Sukh Sadhra, Head of Marketing at Premiership Rugby - the top tier of English club rugby union and home to some of the most iconic teams in the game.

Sukh’s background spans roles at Betfair, Sky, and experience-tech company Pollen, where he led CRM and brand communications, giving him a uniquely data-driven and fan-first approach to sports marketing.

In this conversation, we unpack Sukh’s marketing philosophy, how he’s repositioning Premiership Rugby for a new generation of fans, and why the Final at Twickenham has become a sell-out event two years running. We talk creativity, conversion, culture, and what it takes to turn a rugby match into an unmissable experience.

Timestamps

02:00 - Sukh’s Journey

08:00 - Data-Driven Marketing Strategies

18:00 - Collaboration with Clubs and Centralized Data

24:00 - Joint Marketing Efforts with RFU

28:00 - Building Player Profiles and Social Media Presence

32:00 - Selling the Final as a Premier Event

41:00 - Influencer Partnerships and Social Media

48:00 - Future Focus: Rebranding and Player Strategy

Additional Links

The Gallagher Premiership Final is officially SOLD-OUT!

Connect with Sukh on LinkedIn - Here

Connect with Andy on LinkedIn - Here