Croeso | Welcome

Croeso

We have been working diligently to deliver on our promise of a new strategy for Welsh rugby, and I’m proud of the road map to success we are now able to present.

Since I joined the Welsh Rugby Union as Chief Executive Officer, in January 2024, I have been continually struck by the passion and unwavering commitment of all those who are engaged in our national game. 

Cymru’n Un

From our dedicated staff, our fans at home and across the world, our professional clubs to our community clubs and all of the volunteers who make Welsh rugby tick each weekend of the year, we are ‘One Wales’.

Our 2024/29 Strategy provides a clear direction that will take Welsh rugby on a journey to a prosperous, flourishing and sustainable future, with each associated step outlined in detail. We will be guided by it and held accountable to its ambitions, goals and objectives.  All of which are underpinned by a mission and vision and a commitment to ‘work together to create exceptional experience and opportunities for everyone through our game.’

The overarching mission is supported by four strategic pillars as presented last year: 

  1. Develop inspiring competitive clubs and national teams
  2. Foster a thriving and sustainable community game 
  3. Accelerate development of the women and girls’ rugby ecosystem
  4. Capture, engage and grow our Welsh rugby audience through positive brands, experiences and narrative  

And each pillar will be measured against five key goals: 

  1. To see Wales’ national men’s and women’s teams consistently ranked in the top five sides in the world game
  2. For Welsh professional clubs to be consistently challenging in the knock-out stages of their domestic competitions 
  3. To continue to increase active participants in the game
  4. To secure financial sustainability for all levels of the game and a secure future for four professional clubs 
  5. To grow the percentage share of positive sentiment around Welsh rugby in general.

Rugby has a hugely significant influence on Welsh culture, it’s our national sport; and with that comes an immense responsibility to reflect, respect and celebrate our culture. We believe in the power of collaboration, and it’s with this mindset that we began our journey to realise a new strategy for Welsh rugby. The ‘One Wales’ strategy has been created with the help and support of the Professional Rugby Board and professional clubs, member clubs across Wales, commercial partners, staff and supporters; we built this vision together, and this is how we must move forward.

This is a new way of working for us and it’s our collective duty to work together to achieve success, to look forward and realise our ambition in five years, to unlock the full growth potential of the game and ultimately contribute to a healthy, thriving society in Wales.

By 2029 our ambitious strategy will have installed financial stability for our professional game and restored rugby to its rightful place in the hearts and minds of the nation.  We will be a cultural cornerstone which both reflects the values we hold dear and projects them around the globe.

Diolch

Abi Tierney

CEO, Welsh Rugby Union