Saracens unveils new brand identity ahead of 150th anniversary
Saracens have unveiled a new brand identity as it approaches its 150th year in 2026, positioning the club for the future of professional rugby on and off the field.
Founded in 1876, Saracens is one of North London’s oldest clubs, predating football neighbours Tottenham Hotspur and Arsenal. The refreshed identity is intended to modernise the way the club engages with audiences and reflects the changing landscape of rugby as both a sport and entertainment product.
Saracens’ men’s squad features senior internationals including England captain Maro Itoje and Owen Farrell, alongside emerging players such as Olamide Sodeke, Noah Caluori and the Bracken brothers. The women’s team includes Zoe Harrison, Sophie de Goede and Georgia Evans, who continue to play a key role in the growth of the women’s game.
The new identity will be introduced during the 2025/26 season as Saracens prepares for its milestone year.
Charlie Beall, Saracens CEO, said, “This will help shape the future of the club and I believe that this is more than a brand repositioning, it is the foundation of a meaningful business change that will help us reposition the sport and our brand within it.”
Club Captain Maro Itoje, said, “Now is the time for us to showcase that and I could not be more behind this new mindset at Saracens. We want to challenge the preconceptions of the sport and reach a new demographic by doing things differently.
“All of us players have fully bought in to this change and the results of this will help show the club in a new light, and at the top of the sport for years to come.”
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