Rugby Europe Appoints Generate for Commercial And Marketing Brief

Rugby Europe (formally FIRA-AER), the governing body responsible for the promotion, development, organisation and administration of Rugby in Europe, has appointed leading sport and entertainment agency Generate to develop and implement a long term commercial and marketing strategy. This is part of its ongoing strategy and vision to shape the success of competitive rugby on a pan European level.

The commercial strategy will look to develop understanding and increase visibility of Rugby Europe and their upgraded tournament programme.  Rupert Pratt, managing partner of Generate said “We are very excited to be working with Rugby Europe a key and increasingly influential stakeholder in rugby internationally. We will be working closely with their team to provide brands the opportunity to reach all 48 European countries though the Rugby Europe platform as well as activate a communications plan that will drive awareness and education of their plans to grow the sport. Post Rugby World Cup and pre Rio Olympics this is an exciting time for the sport and Rugby Europe is perfectly placed to capitalise on these opportunities.”

World Rugby delegates responsibility of the development and administration of rugby in Europe to Rugby Europe, which is comprised of 48 National Rugby Unions that come under its jurisdiction. 

Octavian Morariu, president of Rugby Europe and IOC Member, said, “We have an exciting vision and strategy in place and are looking forward to working with Generate to achieve and implement it. Our clear commercial and communications plan will increase the visibility and understanding of the opportunities in rugby across Europe, as well as develop the standard of rugby played in Europe and internationally.”