RFU Ramps Up Participation Activation

The Rugby Football Union (RFU) has launched its new digital platform, FindRugby.com in a bid to grow participation in the sport across England ahead of, during and after the 2015 Rugby World Cup.

The online portal has been specially designed to benefit those looking for their nearest playing, refereeing, coaching or volunteering opportunity.

FindRugby.com has been programmed with over 2,000 clubs throughout England, spanning all forms of rugby and can match the user with their nearest club according to their postcode, age and gender requirements.

The site falls under wider marketing initiatives aimed at driving participation and is aligned with the governing body’s plans to leverage the Rugby World Cup and the impact that it will have on England as host nation.

A key strand of the RFU’s Rugby World Cup legacy strategy is to ensure that new people are brought into the game and those that have left it are inspired to return.

Mark Killingley, head of digital and CRM, RFU, who has overseen the launch of FindRugby.com, commented: “This year will be the most significant in the history of the game in England and it’s an exciting opportunity for the RFU to raise the profile of the game across the country.

“From 1st November, more people are going to be talking about rugby than ever before in this country and it is our responsibility that those who are interested in playing a friendly game of touch rugby, through to those who are looking for their nearest 15s club, are able to do so as easily as possible.

“We are tremendously proud of FindRugby.com and believe that it has the power to get more boys and girls, men and women playing the sport in England.”

Alongside FindRugby.com the RFU will also be looking to continue driving fan engagement and involvement in the sport off of the pitch by introducing ‘The Wall’, which will be launching soon.

EnglandRugby.com/Wall will aggregate the best rugby content from the web and social media, providing fans with opportunities to interact, share opinions, enter competitions and tweet the team.

Chief commercial & marketing officer, RFU, Sophie Goldschmidt, added: “We have been investing our efforts and resources well before the Rugby World Cup to prepare for the surge in interest after the tournament and believe that FindRugby.com will provide rugby fans – old and new – with the perfect opportunity to get involved in the sport. 

“This, combined with the many other innovative digital initiatives that the RFU is introducing for the tournament and beyond, cements our commitment to growing the game in England and we truly hope they inspire people and increase the desire to get involved.”

To support the launch of both FindRugby.com and EnglandRugby.com/Wall on Wednesday 26th September, the RFU will be opening a designated media suite at Twickenham that will act as a command centre from which all of the organisation’s social activity will take place.

The suite will be responsible for live match commentary, near real-time graphics and stats, fan interaction and replies and celebrity fan interaction.