Creating a participation legacy – lessons from #RWC2015

RFU logo

This is the title of a presentation given by Ben Lowe, Head of Growth at Rugby Football Union at the Enterprise ad Collaboration in Community Sport conference.

This event takes place 8th December 2015 at The Podium, ArcelorMittal Orbit, Queen Elizabeth Olympic Park, London.

The focus will focus on how community sports providers can meet the challenges and benefit from new opportunities created by changes in people’s lives, the political landscape and new technology.

This presentation will focus on how RWC 2015 provides the RFU with a once in a generation opportunity to deliver the greatest participation legacy for the game in England for many years beyond.  The focus on building capacity and inspiring participation has been at the forefront of everyone’s minds for several years, across 7 legacy strands.  This encompasses better facilities, investing in people (coaches, refs, volunteers), more schools playing, attracting back lapsed players, recruiting new players through Touch rugby, through wider cultural engagement and broadening rugby’s reach, and through expanding links and impact with other nations.  Many programmes and initiatives have been in play for some time but in many ways the hard work is really now as we aim to convert the interest into long term participation in clubs and communities.  This presentation will examine some of the results and lessons from this and other areas, with a particular link to how the RFU tries to use insight led approach to provide solutions that meet the changes in people lives, and work with technology.

Ben Lowe has worked for the RFU for 9 months in role as head of rugby growth. The key objective for RFU to grow the game in their clubs and the communities around them, by delivering ‘world leading insight and innovation’ to drive participation.  His background is 15 years in commercial sales, marketing and strategy in a variety of businesses, channels, and segments including for Reckitt Benckiser, Coca Cola, Red Bull and Hasbro

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