England’s Premiership Rugby Rebrands as “Gallagher Prem”

England’s top-flight rugby union competition will be rebranded as the “Gallagher Prem”, part of a broader initiative to modernise the sport’s image and engage a wider audience.

The change aligns with a similar repositioning of the second-tier competition now referred to as “Champ Rugby”and forms part of a strategic effort to present English rugby with a more contemporary and accessible identity.

According to Premiership Rugby’s Chief Growth Officer, Rob Calder, the rebrand is designed to balance tradition with the need for evolution. “While we honour our storied history, we are convinced about the bright prospects that lie ahead. Our goal is to strike a balance between respecting our roots and embracing the future,” Calder said.

The approach reflects a broader industry trend towards “de-formalisation,” with rugby administrators seeking to connect more directly with fans through simplified branding and more relatable communication.

Warner Bros. Discovery Sports President Andrew Georgiou highlighted the importance of emotional engagement, saying: “We want people to have a bad Saturday if their team loses. That emotional investment is what drives long-term connection.”

The rebrand will be supported by a promotional campaign featuring taglines such as “real grit,” “raw speed,” and “big hits”emphasising the sport’s physical intensity as a key differentiator in a crowded sports entertainment landscape.

The new Gallagher Prem branding will be officially unveiled at the Premiership Final between Bath and Leicester Tigers at Allianz Stadium. A full rollout is scheduled for July 23, coinciding with the announcement of fixtures for the 2025/26 season.

The upcoming season will begin on Thursday, September 25, avoiding a direct clash with the Women’s Rugby World Cup final two days later. Calder noted this move could inform future scheduling decisions if midweek matches prove successful.

For broadcasters and commercial partners, the rebrand represents an effort to revitalise a core sports property and improve its positioning in both domestic and international markets.

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