Following last summer’s ground breaking deal with the RFU, the signs for the future health of the premiership clubs are very promising. The agreement brings financial security to the clubs for the first time and allows them to invest in improving facilities and community schemes. Leicester Tigers has dominated the premiership on the field and has also achieved unrivalled success financially. The club won the Zurich Premiership, Zurich Championship and the Heineken Cup last season and recorded a £340,000 profit on a turnover of £7.9m, its results on the field reflected in the club’s commercial success.

Leicester Tigers Managing Director David Clayton says the club has always recognised the need to have in place a robust business plan.

“It would have been easy for us to rest on our laurels, given the remarkable treble we achieved last season and our success in winning the Premiership in the previous two seasons,” he said. “But the reality of successful sport marketing is very different. You cannot just sit back and wait for business to come to you.

“We have a strong management team at Leicester who are performance driven and results-orientated. Each aspect of the club’s business has its own business plan, which is constantly reviewed and updated. And we have put in place a business strategy, which is dynamic and flexible to take account of results on the field. Every penny we have made has been ploughed directly back into improving facilities for our players and supporters, and developing our very successful community programme. We are very much at the heart of the community and proud of the bond that exists between the club, our supporters and the people of Leicester.”

London Irish, despite moving grounds twice in recent years, is another club beginning to thrive in the professional era. The Exiles are enjoying their new home at the Madejski Stadium in Reading and said Malcolm Ball, Sales & Marketing Director, “We believe that we have one of best untapped demographic supporter bases in the country and certainly the best club rugby ground and facilities in Northern Europe. We have been able to increase our attendance year on year and are confident of breaking the 7,000 average barrier this season.”

One of the biggest factors behind the increased crowds throughout the premiership is the success of the community marketing schemes run at all 12 clubs. More than 40 dedicated Community Development Officers strive to build a two-way relationship between the club and the local area - and the results are often remarkable. Newcastle Falcons broke their attendance record on three occasions during 2001. At the Bath fixture, 4000 people out of a record crowd of over 7000 were at the game as a direct result of the club’s community activities. Mark Foster, Community Programme Manager explained, “The Falcons Community Programme has had a dramatic effect on our attendances and season ticket numbers, with both more than doubling in the last 18 months. All the players do a magnificent job working within local schools, rugby clubs and businesses. As well as driving up the numbers of spectators the Community Programme has a very positive effect on the health and lifestyle of young people and has assisted in increasing the number of people participating in rugby.”
A third increase in attendances is a stunning result for the clubs as is the fact that Leicester Tigers will be competing in the semi finals of the Heineken Cup at the end of April as Sale Sharks, London Irish and Gloucester fight for the Parker Pen Shield. The Zurich Championship will bring added interest as it kicks off on May 18th and builds to the final at Twickenham on June 8th. Add to this the return of Rugby Special, combining with the Sky coverage, to take elite club rugby into even more homes and 2002 should see support continue to soar.

Saracens pioneered the Cash Back scheme, whereby local clubs, schools and organisations sell match tickets in advance, earning half the amount back for their own use. The fez head family continues to grow as a result.