SEIZING THE OPPORTUNITY

T H E R F U S T R AT E G I C P L A N
2012/13-2016/17

CONTENTS
INTRODUCTIONS - CHAIRMAN & CEO
2/3
OUR RUGBY PURPOSE & OUR VISION
4/5
OUR RUGBY CORE VALUES
6/7
HOW THE RFU WORKS
8/9
STRATEGIC PLAN OVERVIEW
10/11
OUR STRATEGIC PRIORITIES
12 - 23
OUR KEYS TO SUCCESS
24 - 29
HOW WILL WE BE MEASURED?
30/31
OUR FINANCIAL AMBITION FOR RUGBY
32/33
OUR JOURNEY TO SUCCESS
34/35
SUMMARY 36/37

Bill Beaumont
Chairman
of the Board

Hosting
Rugby World
Cup 2015
on home
soil means
we have a
once in a
generation
opportunity
to create
a lasting
legacy.

2|3

The RFU Strategic Plan 2012/13-2016/17

CHAIRMANS

CEOs

INTRODUCTION

INTRODUCTION

Both as Chairman and someone

who has been involved in rugby
all my life, I am very aware of
the energy and achievements of
those who work for the RFU and
those who volunteer on behalf of
the game.
Whether in preparing our
representative teams for
international matches, or
organising tag rugby at
grassroots clubs, the dedication
and passion evident throughout
our sport makes it very special
indeed. Rugby brings people
together, offers youngsters an
environment in which they can
grow and role models they can
aspire to. It is about people,
friendship and common values.
Rugby union exists both for the
amateur and the professional
player, for those actively
involved and those who enjoy
watching and supporting teams
at all levels. To offer the very
best to everyone, the RFU is

determined to be a respected
and successful organisation. This
Strategic Plan has been created
to that end and at a significant
time for rugby in England.
Hosting Rugby World Cup
2015 on home soil means we
have a once in a generation
opportunity to create a lasting
legacy, which comes with
inherent responsibilities. Our
Board now reflects wide-ranging
experience and expertise and
includes Independent Directors
from outside our sport, and we
will, together with our Council
members, staff and volunteers
work to deliver this Plan.
I am confident that this Plan
will help to guide our able and
enthusiastic workforce through
the most exciting period for the
game and that, with a shared
vision and strong governance,
we will be proud of what we
accomplish.

Ian Ritchie
Chief
Executive
Officer

We are
responsible
for generating
revenues for
reinvestment
in the game.

This Strategic Plan is created

to guide us through a hugely
significant five-year period in
the lead up to and legacy from
Rugby World Cup 2015. It sets
out five key priorities to help us
achieve our major goals and is
intended to help us to operate
effectively and efficiently as a
world class governing body
and business.
The five strategic priorities
identified in this Plan include:
building the RFUs brand,
reputation and relationships;
establishing rugby union as a
sport for everyone; optimising
the Unions revenue for the
game; securing success for
our representative teams and
delivering the most inspiring
Rugby World Cup ever.
As momentum builds towards
Englands hosting of and
participation in Rugby World
Cup 2015, we must have a
clear focus in order to seize the
unique opportunity presented.
We are responsible for generating
revenues for reinvestment in the
game, which means leveraging
our key assets, working with our

stakeholders and building strong

relationships, in order to optimise
our strategic investment into
the game.
To grow the game at this
important time we must recruit,
train and develop the coaches
and referees who will give new
and existing players the very
best rugby experience. The
success of our representative
teams will be of fundamental
importance as Rugby World
Cup 2015 approaches and
huge excitement surrounds the
tournament and venues, building
to a finale at an upgraded, state
of the art Twickenham Stadium.
We have a dedicated workforce
that is passionate about the
game and if we successfully
deliver the strategic priorities
set out in this Plan and are
operationally efficient in all
aspects of governing our sport,
we will achieve our goals, create
a foundation for the future and
truly become a Union at the top
of its game.

OUR VISION
OUR PURPOSE

Grow Rugby
in

England
through our

Values &
Performance

We want rugby to be amongst ENGLANDS

STRONGEST SPORTS with our clubs thriving and
participation at an ALL TIME HIGH.
Our aim is to have MORE VOLUNTEERS and more
people playing more often and enjoying ever y kind
of rugby in our clubs, universities, colleges
and schools.
We want both boys and girls to aspire to play for
England and Englands performances in the RUGBY
WORLD CUP and the Womens Rugby World Cup to
help live TV audience numbers to grow, attracting
the GREATEST EVER COMMERCIAL SUCCESS AND
PROFITS to invest into our GRASSROOTS CLUBS and
the professional game.
The Rugby World Cup will LIGHT UP THE NATION and
the sporting world as one of the BEST AND MOST
MEMORABLE SPORTING EVENTS ever held.
Our aim is to see the RFU winning RECOGNITION
for the way it governs the game.

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The RFU Strategic Plan 2012/13-2016/17

OF THE RUGBY LANDSCAPE IN FIVE YEARS TIME

OUR CORE VALUES

Game
O rga ni s ati o n

TEAMWORK
RESPECT

forms the basis of our sport

We believe ever y person on our
team has something to contribute

DISCIPLINE

underpins our sport

We believe it takes strength of
character and total focus to deliver

is essential to our sport

We believe the only way
to succeed is by working together

ENJOYMENT

is the reason we play and support Rugby Union

We believe rugby is fun and being passionate
and positive are the keys to great performance

SPORTSMANSHIP

is the foundation Rugby Union is based upon

We believe in bringing fairness and integrity
to our organisation by living our values
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The RFU Strategic Plan 2012/13-2016/17

BY

D
RL

P
CU

IN

CY
IS
H
T

CL

RE
SU ND
N
E LA INS
G
EN M W
A
E
T

ER
I G HL A N D
H
TE G
EA EN ED
C RA L I T Y A L I F I R S
Q U Q U L AY E
P

CE
AN ND
H
EN GLA &
EN AND ILE
BR OF
PR

This will drive

participation in all
aspects of the game
and enrich the
pool of professional
players to deliver
winning teams.

VE E
O LE O P L E
V
IN E P AM
G
R
MO THE
IN

LU
C

EX

EN

E n h an ced by h os t in g
a Ru gby World C u p
in t h is cycle

CE

O
PL
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F
O
IO
AT
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UN
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O B
PU TIO
& EL A
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IT ER
L, M HIP T
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IG S N
D CU TIO EM
& E L A AG
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M

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The RFU Strategic Plan 2012/13-2016/17

S&

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AS T
R E M E NM E
C
IN EST GA
I N VO U R
IN

RE PLE
SU
E NE P E OG
R YIN
M O P L AU G B Y
R

UNDERPIN

8|9

EN

M
TEA
GLAND

RU

Underpinning this
will be our drive to
achieve operational
excellence and our
commitment
to being a
progressive modern
governing body.

SE
EA E
R
U
INC VEN
E
R

BS

E
OV F
PR E O
M
I LIN RS
E
P I P P L AY E

ENH

ANC

ED

BY

HO

ST

IN

RU

O ur usual b u s i n e s s a ct i v i t y

U n derpin n ed by
bein g effect ive an d
efficien t in t h e w ay
w e ru n ou r operat ion s

HOW THE RFU WORKS

Our business as
usual activity will
ensure a virtuous
cycle delivering
England team
success to boost our
brand profile and
fuel revenues for
reinvestment in
the game.

Rugby for Everyone

Increased Revenue
for the Game
Modern Brand
Fine Reputation
Strong Relationships

Grow stadium revenue

Maximise catering,
hospitality & events

Identify & enhance

relationships

Increase value of
commercial assets

Effective game
governance

Ticket pricing analysis &

retail revenue

Identify areas of brand

Review and
redesign brands
Measure reputation and
brand impact

Promoting the
best culture,
performance &
leadership

10 |11

The RFU Strategic Plan 2012/13-2016/17

VE
I
L
E
D

Broaden rugbys reach

Keep 14 to 24 year
olds enthused
Modern club facilities
Quality experience and
a safe environment
Enhanced role
and profile
SUSTAINABLE
CLUBS
CENTRAL
TO DELIVERY

Securing Success
International Performance
& Professional Rugby
Departments
England mens and
womens XVs and 7s
performance plan
Clear talent pathway
and strong development
resource
Performance programme
post 20 age group
RFU & PRL heads of
agreement renegotiation

RED THROUG

Providing good
governance &
regulation

KEYS TO
SUCCESS

The Most Inspiring

Rugby World Cup Ever
Spectator experience
Connecting with
audiences
Rugby at heart
Unforgettable memories
More than a tournament
Minimum financial
guarantee

H:

Offering the
best digital, IT &
customer relationship
management

Delivering a state
of the art stadium

S T R AT E G I C P L A N OV E R V I E W

PRIORITIES

If England is to deliver the most

inspiring Rugby World Cup in
2015 and ignite nationwide and
worldwide interest in the game, we
must take this once in a generation
opportunity, operating as a team
ready for and excited by
the challenge.

O U R S T R AT E G I C P R I O R I T I E S

YEAR ON YEAR
INCREASE IN PEOPLE
SAYING RUGBY IS A
GAME FOR ME
14 | 15

The RFU Strategic Plan 2012/13-2016/17

FINE
RE PU TATI ON

MODERN
BRAND

We will ensure that a fine reputation is maintained and enhanced and our brand
is well represented by:
Working proactively and in partnership with
rugby, sport and Government stakeholders
and commercial partners at local,
national and international level; ensuring
that our relationships are strong, our
contribution valued, safety and welfare
standards in the game are high and our
influence is maintained.
Reviewing game governance and our
disciplinary process on a regular basis
to comply with best practice and high
standards of conduct throughout
the game.

Defining our stakeholders, their attitudes

and behaviours, identifying areas
of growth and building targeted
communications and rugby fans principal
digital and social channels.
Reviewing and consistently applying our
core brands and their structure to reflect
our vision and represent an inspiring,
inclusive and progressive organisation.
Tracking, measuring and analysing
our brands impact, perception and
reputation with all our stakeholders and
applying subsequent insight constructively.

S TRO N G
REL ATI O N S HI PS

O U R S T R AT E G I C P R I O R I T I E S

We believe that our brand should be inspirational and our reputation

aspirational, reflecting an image and relationships of which we are proud and
which embody our values. We will clearly define and consistently represent
what we stand for, communicate effectively with all our stakeholders and foster
mutually beneficial relationships.

INCREASED

R EV EN U E

We will optimise revenue to invest in the game through:

Growing revenue from increased Twickenham Stadium events
across all targeted activities, including music, sport and culture, for
reinvestment in the game.
Developing revenue from event catering, hospitality and bar
services and non-match day catering, conferences and events for
reinvestment in the game.

FOR THE GAME

EVERY PENNY MADE
OR SAVED PUT
BACK INTO RUGBY

16 | 17

The RFU Strategic Plan 2012/13-2016/17

Leveraging our brand to increase the market value of all our

commercial assets and boost sponsorship revenue at all levels for
reinvestment in the game.
Smarter analysis around pricing to grow revenues from core categories
such as ticket sales, debentures and retail for reinvestment in
the game.

1/3 billion invested in rugby over the five-year period

O U R S T R AT E G I C P R I O R I T I E S

With all of our income invested in the game at every level,

we will aim to optimise the revenue generated and to be
commercially successful in order to benefit all in our sport.

FO R

RU GBY

We will broaden the reach of rugby and keep players and volunteers involved by:

EVERYONE

Working to retain and develop existing XV a side

players particularly in the 14 to 24 age group and
to keep them enthused and involved through
creating more opportunities to play and ensuring
appropriate competition.
Expanding and developing the game whether
XVs, 7s, touch or tag to recruit more boys and girls,
men and women in clubs, schools, colleges
and universities.
Ensuring we have the right people in place to
offer all players a quality experience by retaining,
recruiting and developing high quality coaches,
referees, medics and volunteers.
Promoting and supporting a safe rugby
club environment to appeal to modern day
sports enthusiasts and supporting good club
management, governance and investment
in facilities.

18 | 19

The RFU Strategic Plan 2012/13-2016/17

INCREASE THE
NUMBER OF REGULAR
ADULT RUGBY
PARTICIPANTS FROM
190,000 to 215,000
by 2017

Enhancing the role and profile of our rugby clubs

in their local communities so that more people
enjoy playing and being part of rugby union.

O U R S T R AT E G I C P R I O R I T I E S

We believe that rugby union enhances lives and that our clubs should be at
the heart of their communities. We want to promote and grow our sport, in all
its formats, taking it to the widest group of players, volunteers and supporters.
Through our agreed Community Game Board core purpose of strengthening
our clubs and growing the game in communities around them, we aim to
broaden the games reach, keeping more people of all ages and genders
involved for life.

SECURE
INTERNATIONAL
SUCCESS AT
ALL LEVELS
20 | 21

The RFU Strategic Plan 2012/13-2016/17

We will enable our England teams to be successful through:

International Performance and Professional Rugby
becoming two separate departments, each
reporting directly to the CEO, and developing a
National Performance Centre, recommended by
the review of the Professional Rugby Department.
A detailed performance plan for England mens
and womens XVs and 7s.
Defining a clear talent pathway, with strong
development resource to identify and develop
all talent through to England players.
A performance programme for players in the
post 20 age group as part of the International
Performance Programme.
Successful renegotiation of the heads of
agreement between the RFU and PRL.

O U R S T R AT E G I C P R I O R I T I E S

SE C UR IN G

SU C C ESS

It is essential that we develop professional teams capable of

securing success. We will work to nurture talent and develop
skills so that the mens and womens teams representing
England and our sport can compete with the worlds best.

O U R S T R AT E G I C P R I O R I T I E S

We will stage the most inspiring Rugby World Cup which celebrates the
unique values and excitement of rugby, and inspires our nation and the
world to participate in and support the game.

MO ST INSPIRI NG

RU GBY WORL D C UP
EV E R

We will ensure that we deliver the most inspiring Rugby World Cup ever via
Spectator experiences enjoyed in full venues throughout the country, with
supporters and proud volunteers part of an inspiring festival of rugby.
Connecting with new and existing audiences, whether the 4 billion global
TV audience or local school children, through a digital era tournament.
Rugby at the tournaments heart - with players and the sport central,
England as a rugby nation and players as heroes and role models.

AN UNFORGETTABLE
AND FINANCIALLY
SUCCESSFUL FESTIVAL
OF RUGBY
22 | 23

The RFU Strategic Plan 2012/13-2016/17

2015

Unforgettable celebrations and matches creating lifelong memories and

big TV moments for the watching world.
More than a tournament, with its planned and lasting legacy extending
well beyond the event, helping to promote rugby and creating a worldwide
legacy for the game.

DELIVERING OUR GOALS THROUGH

OUR DEFINED KEYS TO SUCCESS
A Union at the top of its game
Meeting our strategic goals over the next five years to benefit
all involved in rugby union at every level will require operational
excellence so that our aspirations for the game can be realised.
The Strategic Plans five priorities will be met by being
effective and efficient in everything we do. To ensure that this is
achieved we will deliver through the following Keys to Success.

Our culture
How we deliver our strategy will be critical to our performance. We will
develop strong leadership to support and guide us in its execution, while
living our core values.
Alignment of our organisation and strategy
We will align the Unions structures with our strategy to develop a high
performing organisation.
Organisational efficiency
We will undertake a comprehensive review of the RFUs systems and
processes, benchmarking current operations and making objective,
informed decisions on existing practices. As we embed new systems,
quality of delivery will be key to how we measure ourselves and our work
on behalf of the game.
High performing people and individual contribution
We aim to continuously develop our organisation and the people within it
through: shared common goals, a clear strategy, strong leadership and
accountability. We will create clarity of roles and objectives, and recognise
individual contributions through: recruitment, performance management
and development.

26 | 27

The RFU Strategic Plan 2012/13-2016/17

G OV ERN A N C E
REG UL ATI O N
Corporate governance
We will implement the Corporate Governance Reviews agreed changes
to RFU decision making and processes, with continuing regular review and
necessary change to ensure best possible corporate governance.
Regulations
We will regularly review our Game Regulations to maintain the integrity
of the game.
Disciplinary process
We will undertake a comprehensive audit of the RFUs disciplinary process,
introducing necessary changes to ensure high standards of conduct at all
levels of the game and a respected reputation for the RFU and the sport.
Safeguarding and player welfare
We will maximise awareness of safeguarding and the RFUs policies and
procedures on the safeguarding of children and vulnerable adults, streamlining
case management to be as effective as possible, while adhering to the
governance guidelines and ensuring that the welfare of all players remains
a priority.

S TURRA TKEEGY ISC T O

PLA
N COCVEESRS V I E W
O
SU

CULTURE
P E R FOR MANCE
LE ADE RSH IP

DIGITAL, IT

C U STO MER R EL AT I O N S HI P M A N AG EME NT

RFU.com personalised and responsive
We will connect with everyone involved in rugby through a robust RFU.com, enhance
in-house content and delivery, optimise revenues and create a personalised experience
and revitalised supporters club.
Broader social media footprint
We will connect with a broader fan base through social media, expand our media channels
and areas of the business covered to grow our network further.
Enhanced IT backbone & digital matchday experience
We will enhance fans experience via a world-leading technologically advanced stadium which
provides hi-density wifi and unlimited web access to engage supporters both within and outside
the stadium.
IT and systems redesign and business integration
We will rationalise systems, reduce volunteers administrative workload and provide valuable
data, while improve participant and supporter engagement with the RFU and integrate all core
business systems regionally and at HQ.
Customer Relationship Management (CRM)
We will maximise our understanding of participants and supporters, capture and leverage data
to improve our insight and consequently our interaction with both groups.

28 | 29

The RFU Strategic Plan 2012/13-2016/17

STADIU M

Upgrade stadium infrastructure

We will ensure that the stadium infrastructure and facilities support our aspiration
to create a world class and resilient stadium with a world class experience for all
supporters and visitors.
Improve ticket buyers experience
We will develop our ticketing technology to better communicate and
engage with customers, providing information to enhance their overall
matchday experience.
World class fan experience
We will establish consistently excellent standards across all areas of our match
day operations and across all events, and maximise the opportunity to connect
with our fans and provide them with enhanced services that will deliver
memorable events.
Operational planning
We will undertake ongoing reviews of our stadium operational plans, focusing on
service excellence in sustainability, transport, safety and security.

S TURRA TKEEGY ISC T O

PLA
N COCVEESRS V I E W
O
SU

A STATE O F THE A RT

KEY
MEASURES

MODERN BRAND
AND A
FINE REPUTATION

INCREASED REVENUE
FOR THE GAME

RUGBY FOR
EVERYONE

SECURING SUCCESS

MOST INSPIRING
RUGBY WORLD CUP
EVER

People saying
Rugby is
a sport for me
to increase by 10%
(from 12m to 13.2m)
by 2016/17

A match related revenue

per seat of 145
maintained across the
strategic plan period

A minimum yearly
27m direct and
indirect investment
in grassroots rugby
maintained
throughout the
strategic
plan period

England in best
position to win the
Rugby World Cup 2015

A minimum 80m net return

delivered on Rugby World
Cup 2015

England to achieve first or

second place IRB ranking in
the world cup year

An additional 5,000 new

young volunteers
by 2016/17

England Women to sustain

first or second place IRB
ranking from 2013/14

An additional 600 secondary

schools, 75 colleges and 10
universities participating in
rugby by 2016/17

Compound annual growth

of 7% in sponsorship
revenues and 1.3% in
broadcast revenues
by 2016/17

The number of regular

adult rugby participants
increased from
190,000 to 215,000
by 2016/17

KEYS TO
SUCCESS

GAME GOVERNANCE
& REGULATION
Accepted corporate governance
review recommendations
implemented by 2016/17
Agreed Sport England governance
requirements satisfied by 2014
Agreed sports integrity strategy
implemented by 2015

14,000 new &

qualified coaches
by 2016/17

30 | 31

The RFU Strategic Plan 2012/13-2016/17

CULTURE,
PERFORMANCE
& LEADERSHIP

DIGITAL, IT
& CRM
Single view of all customer
data stored in one location
by 2014/15

Gold Investors in People

standard reached
by 2015/16 through
opportunities for
continuous learning
and development,
collaborative working
and knowledge sharing,
trust and openness

6,000 new &

qualified referees
by 2016/17

Negotiate heads of
agreement with PRL by 2015/16

Payback achieved
from 2014/15

Sell out all

professional
international
matches at
Twickenham

Increase the
number of
over 16s playing
regular XV a side
rugby by 10%
by 2017

A STATE OF
THE ART
STADIUM
Refurbishment
of Twickenham
Stadium delivered
on time and to
budget by 2014/15

Increase the
number of O2 Touch
centres to 300,
catering for
15,000 players
by 2016/17

We will assess our progress

over the period of this
Strategic Plan by measuring
our performance against key
performance indicators.

HOW WILL WE BE MEASURED?

STRATEGIC
PRIORITIES

1/3 billion invested in rugby over the five year period,

more than 50% of total revenues

Growth in revenues
from increased
leverage of brand
strength and expected
growth in interest
in rugby allowing
significant investment in
Rugby Development.

Invest in the game

GAME INVESTMENT PROFILE OVER THE 5 YEAR PERIOD

INCOME AND EXPENDITURE 2012/13 TO 2016/17 (m)

2012/13

2013/14

2014/15

2015/16

2016/17

TOTAL

118
14
21
14
69
39
27
3

108
11
21
16
60
42
27
(9)

130
18

141
11
21
20
89
48
28
13

139
18

636
72

22
20
79
43
29
7

106
89

Revenue
Cost of Sales
Overheads
Depreciation
Profits for Rugby Investment
Professional Rugby Investment
Rugby Development Investment
Retained Profit before Interest and Tax

21
19
72
42
28
2

Maximising our
investment in the game

PROFESSIONAL
CONTRACTED PLAYERS
AND CLUBS
35%

PROFESSIONAL
INFRASTRUCTURE
19%

RUGBY DEVELOPMENT
40%

369
214
139
16

Retained profit in line with RFU reserves policy

ENGLAND TEAM
MANAGEMENT
6%

Sustain Rugby Development investment

INVESTING IN RUGBY DEVELOPMENT

SPEND PROFILE OVER THE 5 YEAR PERIOD (m)

32

28

200

Despite variable annual

revenues there is sustained
investment in the game

24

16

150

27

50

28

28

42

48

27

100
39

12

29

21

21

14

16

14

11

2012/13

2013/14
DEPRECIATION

27
20

27
20

28

28

21

21

20
08
/09

7
6/1
201

201
2/13

19
18

2014/15
OVERHEADS

PREVIOUS 5YR CYCLE

22

2009/
10

/
2012

2013/14

2010/11

2014/15

2011/12

13

6
2015/1

CURRENT 5YR CYCLE

21
20
20
11

2015/16
PROFESSIONAL

18

2016/17
DEVELOPMENT

Have sufficient resources for capital investment

MORE CAPITAL INVESTMENT
CAPITAL EXPENDITURE m

Building for the future

The RFU Strategic Plan 2012/13-2016/17

29
27

43

42

21

COST OF SALES

32 | 33

32% increase over

the 5 year period,
which has already
commenced in
2012/13

20

Routine
Stadium Refurbishment
Back Office Systems, digital & CRM, Training Facility

2012/13

2013/14

2014/15

2015/16

2016/17

4
14
-

4
32
1

4
23
2

4
6
1

4
1
46

18

37

29

11

50

OUR FINANCIAL AMBITION

2013/14

2014/15

2015/16

2016/17

Retaining players in the 14 to 24 age group

Getting the basics right in clubs

RUGBY FOR
EVERYONE

Retaining and recruiting high quality

coaches and referees

Recruiting and retaining new volunteers

Participation
reaches 215,000

SECURING
SUCCESS

Mens XV:
IRB Ranking - Top 3
Womens:
IRB Ranking - 1st/2nd
World Sevens Series: 1st/2nd

Mens XV: IRB Ranking - Top 3

Womens: IRB Ranking - 1st/2nd
World Sevens Series: 1st/2nd

Implementation of review

Mens XV: IRB Ranking - 1st/2nd

Womens: IRB Ranking - 1st/2nd
World Sevens Series: 1st/2nd

Mens XV: IRB Ranking - 1st

Womens: IRB Ranking - 1st
World Sevens Series: 1st/2nd
Olympics GB Team: 1st/2nd
Training Facilities

RUGBY WORLD CUP SUCCESS

More players

OPTIMISING
REVENUE
FOR THE
GAME

Increasing sponsor
revenues
Reviewing revenue
generating models

Reviewing revenue
generating models

Governance Review
recommendations
implemented

Monetising digital capability

MOST INSPIRING
RUGBY WORLD
CUP EVER

Supporting the
priorities of
ER2015 Ltd

Developing brand
hierarchy and guidelines

MODERN BRAND

Regional
legacy board

Citing and judicial

office new process

Sustainable events
accreditation
Media monitoring,
stakeholder surveys

CRM visioning phase

Key ongoing activity

The RFU Strategic Plan 2012/13-2016/17

More participants
Higher brand value
Increased revenues

80m guarantee
achieved surplus
profits secured

Gold Investor in People

Stadium refurbishment

34 | 35

Winning teams

Winning teams
More players
More participants
Higher brand value
Increased revenues
A legendary Rugby World Cup

PRIORITIES

Expanding and developing the game

Priority milestone

Keys to success milestone

Measuring reputation,
increasing influence

Greater strength, breadth and

volumes of digital engagement
Single customer data source

Strengthening social
media footprint

Financial integrity implementation

Inspiring Rugby World Cup

OUR JOURNEY TO SUCCESS

2012/13

This is the map and direction

of travel which we will pursue
towards 2017, highlighting
landmarks, milestones and
priority destinations along
the way.

SUMMARY

That is the story

of the RFU - YOUR UNION - and together we will

Grow Rugby in England

Through Our Values & Performance by:

BUILDING A MODERN BRAND AND FINE REPUTATION
INCREASED REVENUE FOR THE GAME

SECURING SUCCESS ON THE PITCH

FU

MAKING RUGBY AVAILABLE FOR EVERYONE

CREATING THE MOST INSPIRING RUGBY WORLD CUP EVER

And our values will be critical to our performance:

Through TEAMWORK we will work together,

RESPECTING each other s contribution and
ENJOY building the future of rugby through
DISCIPLINE, SPORTSMANSHIP and integrity.
We will develop strong
leaders to support and
guide us in delivering
our strategy and living
our values.

We will measure our

progress, taking personal
responsibility while working
as a team.

Rugby Football Union

Rugby House
Twickenham Stadium
200 Whitton Road
Twickenham
TW2 7BA
Tel: 0871 222 2120
Fax: 020 8892 9816
rfu.com
This document and its contents are Rugby Football Union 2013. The England rose is an official registered
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