Premiership Women’s Rugby (PWR) has appointed IMG to drive the development of its new digital and content channels strategy.
The partnership will focus on growing the digital audience for the Allianz Premiership Women’s Rugby competition and the Allianz Cup and deepening the engagement of both Premiership Women’s Rugby and its 10 clubs with fans in the build-up to the Rugby World Cup 2025 in England. As a strategic partner, IMG’s digital team (formerly known as Seven League) will analyse Premiership Women Rugby’s existing social media platforms to create a full-service digital strategy across its owned channels, including recommendations on channel identity, content creation and distribution, and community management.
IMG will also advise and guide Premiership Women’s Rugby on integrating next-generation data and analytics tools to effectively measure campaign success.
Launched in July this year, Premiership Women’s Rugby was established to deliver a 10-year strategy for women’s rugby in England as a partnership between the Rugby Football Union (RFU) and the 10 clubs participating in the Allianz Premiership Women’s Rugby competition and Allianz Cup.
Premiership Women’s Rugby chief executive, Belinda Moore said: “We have ambitions to grow Allianz Premiership Women’s Rugby as we build towards Rugby World Cup 2025, and to achieve this goal we need significant and mutually beneficial partnerships with brands like IMG.
“Following a competitive process, with some impressive companies, we are delighted to appoint such an experienced team to create a new plan for the Premiership Women’s Rugby digital and social media channels. IMG have a great pedigree in women’s sport and we have full confidence in Stephanie and her team to deliver the platform for significant growth in engagement with our fans.”
IMG’s team of digital experts is working with some of the biggest names in global sport, including the NFL, NHL, Red Bull Racing, The R&A, AIG Women’s Open, Irish Rugby (IRFU), Munster Rugby, and Rugby League, to help them reach new audiences, grow deeper relationships with fans and build sustainable commercial models.
