Case studies

Broadcast strategy for the Welsh Rugby Union

The Welsh Rugby Union (WRU) engaged Deloitte’s Sports Business Group to support them in developing a strategy for the domestic and international rights to its home Autumn international matches and domestic rugby.

Our work included an assessment of the WRU’s current contracts including the audiences achieved, rights packaging, and level of rights fees generated relative to other benchmark UK sports properties. In developing the WRU’s strategic options, we assessed the current UK and international rights landscape and potential level of interest in the WRU’s content, and developed a valuation of the various rights packages that the WRU could potentially offer

Our work provided the WRU with a detailed assessment of the performance of its rights, and possible strategic options that were open to it. This was used as the basis for negotiations with domestic and international licensees, which resulted in the WRU securing new contracts at significant value uplifts.

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I have worked with the Sports Business Group at Deloitte through the IRB, ERC, Celtic Rugby and most recently directly with the WRU, on a number of key and complex issues facing our sport. I believe the team has a distinctive position amongst professional advisors given their in-depth knowledge of the business of rugby, its key stakeholders, and the wider sports landscape. Most recently, the advice and support to me and my executive team in developing our broadcasting strategy was exceptional. Their knowledge of sports broadcasting, ability to communicate how current developments impact on the WRU, combined with the rigour of analysis, was instrumental in challenging our thinking and setting our strategy for going out to market."

Roger Lewis, Group Chief Executive Officer, Welsh Rugby Union

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