England Rugby
Community Rugby
Providing content fuel for England Rugby’s Community Rugby channel through authentic stories of the grassroots game.
Video.
The objective
To find the stories among English community rugby that don’t get told, finding ways to engage the target audience by understanding what matters to them, and why it matters.
What we did
Sporting Eric delivered a library of original grassroots rugby content covering a wide spectrum of the game, from the pro standards of National 1 to merit table rugby, and everything in between, evenly split between the men’s and women’s game. We found England’s oldest (most experienced) female rugby player (aged 68), we explained how Harrogate had conquered the newly-launched play-off system, we celebrated Portsmouth v Southampton rugby rivalry and we met the mums only rugby team, aka the Maa Maas.
The 68-year-old female rugby player…
The mums only rugby team…
When Southampton face Portsmouth…
The results…
Our content truly delivered, with the latest, focused on 68-year-old rugby player Diane Westwell spreading fast across the rugby world, gaining hundreds of comments from the best players on the planet – from Ruby Tui to Ben Youngs to Rocky Clark – racking up 150k views, and going about as viral as a previously unheralded women’s rugby player from Leigh could ever go. Put simply by the client: ‘Phenomenal response! So, so good.’
Want your brand to engage with grassroots rugby?
Get in touch with Sporting Eric and email alex@sportingeric.com