PREM Rugby teams up with Whisper for social and digital player-led content

PREM Rugby has recruited Whisper to deliver a player-led content strategy.

Keen to capitalise on the recent growth of the Gallagher PREM, Whisper has been tasked with helping to further accelerate and deepen fandom throughout English rugby, through social and digital creative content and storytelling.

Simon Massie-Taylor, CEO of PREM Rugby, said: “This brilliant new partnership with Whisper is a crucial part of our brand repositioning and will shape how we tell the story of the Gallagher PREM.

“More than ever, our content and social media strategy will reflect the big hits, amazing skill and extreme athleticism of PREM Rugby, And Whisper’s proven track record, combined with their award-winning creative vision, will allow us to build on the incredible momentum we’ve seen with younger audiences.

“Unlocking new opportunities for players, clubs and our dedicated commercial partners is also at the heart of what we are looking to achieve.

“We are keen to talk to like-minded brands looking to access athletes and explore partnerships across a diverse range of topics including fitness, nutrition and music as we develop our content offering over the coming months.”

The partnership forms part of PREM Rugby’s ambition to “supercharge” growth, particularly among 18-34-year-olds, where engagement has surged over the last 18 months, Whisper said.

Building on the league’s growing YouTube audience, Whisper will spearhead the new strategy, create fresh content opportunities and innovative execution, which will in turn open up new avenues for brand partnerships. As part of the agreement, Whisper will also manage PREM Rugby’s social media channels.

By working with PREM clubs and the Rugby Football Union (RFU), the league aims to expand its reach, attract new audiences and cement the Gallagher PREM as the most exciting and accessible rugby competition.

To maximise the impact of this growth, Whisper has partnered with digital specialists 53Six, who will focus on YouTube strategy, channel management and optimisation to ensure content reaches and engages as wide an audience as possible.

Whisper is also collaborating closely with host broadcaster, TNT Sports, to align digital storytelling with world-class broadcast coverage, access to talent, and behind-the-scenes access, ensuring fans can engage with the Gallagher PREM across all platforms.

The refreshed commitment to showcasing the incredible ferocity, athleticism and personality of the PREM has brought immediate returns on social media, Whisper said, with significant growth in views and engagement across all channels in the first month of the season.

Social engagement has risen by more than a third (38%), while overall reach has grown by 63% to 28.9 million. Most notably, PREM content has achieved a remarkable 419% surge in ‘shares’ – direct validation of a content strategy built to reach new audiences and expand the PREM Rugby follower base.

The investment in YouTube content and partnership with 53Six has also proved successful, Whisper said, with 3.3 million video views in the first month of posting in-season. This content has led to the YouTube channel breaking its “most views in a single day” record three times since this partnership began.

Sunil Patel, co-founder and CEO of Whisper, added: “Whisper is incredibly excited to be expanding our rugby portfolio with the Gallagher PREM and partner with their vision to become an even more accessible and exciting competition. It’s been a strong start to the partnership with significant levels of engagement across social and digital already being delivered.

“Working closely with the league, clubs, players, as well as TNT Sports, Whisper is highlighting the vibrancy, intensity and entertainment that are inherent to the PREM, and telling those stories in a creative and innovative way that reaches the widest possible audience.

“Whisper has a track-record of working with some of the biggest and most iconic sports organisations, brands and talent in the world to partner on and develop strategies that work for them, their fans, and their commercial partners to grow audience and revenues. The Gallagher PREM is primed for that next phase of growth, and we are thrilled to be part of their journey.”