The purpose of rugby union

Before delving into the purpose of rugby union, we want to wish everyone at, and associated to, both Worcester Warriors and Wasps all the best as they endure a truly challenging time. We hope that the financial situations of both clubs are resolved, and all staff, players and fans return to a safe and secure environment. Now, on with the blog…

As the age-old story goes, rugby was created by none other than the legendary William Webb Ellis back in 1823 when he picked up the ball during a game of football and ran with it. It seems so simple, but since then, Rugby Union has become one of the most popular sports in the world. Over the years, the sport has developed into a game of strength, speed, skill, and passion. It also established the values of integrity, passion, solidarity, discipline, and respect, as outlined by World Rugby in 2009. These values have been ever-present throughout the game as rugby has built a reputation for having friendly fans where home and away crowds stand together, strong levels of respect for both playing and refereeing and a culture of inclusivity where everyone can compete no matter what size you are.

And while rugby union in many ways has built a great reputation as a game of chivalry and respect, it is also known as a sport for the rich and the elite. In last month’s blog, we explored the purpose of rugby league, and we investigated how the elitism we see today in rugby was ultimately created by the decision to keep rugby an amateur game, barring anyone that couldn’t afford it to play. Even since making the game professional, its connections to private schools and a large concentration of players in the rich south of England, rugby union has struggled to shake off the elitist image it built up so many years ago.

With that said, rugby union has come a long way since its amateur days when it comes to inclusivity. Few moments shine greater for the sport than the 1995 Rugby World Cup when an undervalued and dismissed South African side, of mixed race and ability, showed the world the power of inclusion, driven by the great Nelson Mandela.

For English rugby fans, Jonny Wilkinson’s drop goal in 2003 will remain etched in memories forever.

Those moments of greatness on the pitch have delivered so much off the pitch at all levels of the game. Following the 2003 World Cup, the numbers of young people playing the sport aged seven to 12 rose by 28 per cent over the three years after the tournament in Australia, while among teenagers (aged 13-18) there was a 16 per cent increase.

We are the first to say that major events don’t drive participation, but 2003 surely gave it a good shot. Although, the RFU was prepared, the government invested and naturally the sport grew.

And now we are seeing new levels of growth, albeit many will rightly argue, later than it should have. Nonetheless, rugby has taken a leading role in the growth of women’s sports in England. The England national team, aka the Red Roses, have made headlines in recent weeks as they are on a 25-game winning streak, the most of any national rugby team - male or female. As they go into the women’s World Cup in two weeks' time, their winning streak is unlikely to end soon and go into the tournament as firm favourites.

Whilst the women’s World Cup in New Zealand is gearing up to be a great spectacle, sadly the state of club rugby at home is dire. Worcester Warriors have been placed into administration and suspended from the Premiership after not meeting the RFU’s funding deadline. Wasps have also filed for administration to help with the club's financial situation, after they have struggled with the repayment of a £35 million bond to help with their relocation in 2014. With two clubs falling victim to financial difficulty, it begs to question what went wrong and how this has happened. No doubt thorough investigations will take place, with the RFU and Premiership Rugby behind those, but also being scrutinised at the same time. The devastation that this brings for not only the club, but the community is severe. From players and staff who are out of a job, the club charities that have delivered such good locally and the fans and those around who rely on the love and passion of their club – it’s heartbreaking.

Many blame Covid-19 for the financial pressure the sport is facing. But is it fair to just blame the pandemic when many clubs were making a loss before? Numerous club executives and owners have come out to say that premiership rugby business models are flawed and need to be overhauled. Saracens CEO, Lucy Wray, spoke to City AM about how important it is for Premiership Rugby to make changes that prevent more clubs from going down a similar fate as Worcester and Wasps.

From a sport that was once known for its elitism and its richness to being on the back pages for its financial difficulty, rugby’s turbulent journey continues. It’s a sport that doesn’t make it easy for itself, but brings so much joy to all when it goes right. Through the highs and lows, fans and players have always remained deeply passionate about the game.

It seems that now is the chance for the sport to not only grow the domestic game, but to also rejuvenate the entire structure, from business models to diversity – and perhaps even parity. Priorities have to be to sort the financial mess, of course, but as it does that and emerges from darkness, it’s fundamental that the sport considers its responsibility to diversity and inclusion, focusing on the potential that the women’s game has, ensuring more young people from varying backgrounds and communities engage in some way and we see an even more representative elite playing group on our pitches.

For now, we all eagerly await good news from Worcester and Wasps, whilst keenly watching the Red Roses dominate in New Zealand.

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Team of the Week - 20.02.26

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New Reach and Motiv Sports UK partner for fourth year

by Nicholas Rewcastle • 13 February 2026

Sport and impact focused PR and communications agency, New Reach, has renewed its partnership with Hampshire Cricket and the iconic Utilita Bowl for a fourth consecutive year. This continued collaboration underscores New Reach’s commitment to delivering exceptional PR and media relations that has amplified profile for the club and venue, alike. Since 2022, New Reach has worked closely with Hampshire Cricket to deliver strategic media relations, innovative campaigns, and impactful storytelling that showcase the club’s achievements both on and off the pitch. New Reach has led PR campaigns including the historic solar project in partnership with Utilita, established new and improved relationships with media brands, driven global announcements and managed key media moments including media days, the signing of cricketing icon Ellyse Perry and the club’s acquisition by GMR Group. Throughout 2026, New Reach will closely align with a new-look team at Utilita Bowl, delivering PR strategy across key moments inside and out of cricket. This will include The Hundred in its new format, the stadium’s 25 year anniversary, positioning the club and venue as leaders across T20, women’s and international cricket, ongoing cricket and regional media engagement, celebrating impact in the community and placing the club’s leaders at the heart of the industry. Nick Rewcastle, Managing Director at New Reach, commented: “We’re thrilled to extend our partnership with Hampshire Cricket for another year. Utilita Bowl is one of the most exciting venues in global sport and entertainment, and we look forward to continuing to help Hampshire Cricket and the venue tell its story and connect with audiences in meaningful ways. “Every year is an exciting year at Utilita Bowl, and we’ve enjoyed working across such a variety of powerful projects and initiatives. 2026 is set to continue in that trajectory, but with some new faces internally at the club and the first full year of new ownership. We’re truly looking forward to backing the Rose and Crown again this year.” Jonathan Peace, Head of Brand, Digital and Marketing at Utilita Bowl added: “New Reach has been an invaluable partner in elevating our communications strategy. Their expertise and creativity have helped us build stronger relationships with fans and media alike, and we’re excited to see what we can achieve together in 2026.” With deep-rooted expertise in sport, media and events, New Reach crafts tailored campaigns across PR, social media and video that inspire action and create lasting impact. New Reach’s commitment to transparency and authenticity drives everything the agency does, with partnerships going beyond business; ensuring every collaboration is rooted in integrity, trust, and a shared purpose. New Reach will not compromise trust, morals or rules to profit.