The Scottish Rugby Union (SRU) has hired a former Coca-Cola global brand manager as its first marketing and commercial director.
Phil Anderton, who was most recently Coca-Cola marketing manager for Central Europe and spent two years at Coke’s Atlanta headquarters in a global role, takes up the post next month.
His first job will be to draw up a comprehensive commercial plan to maximise the SRU’s income generating capacity.
The SRU is responsible for running rugby union throughout Scotland, including the domestic and international game. The body launched the search for a marketing director late last year, following a review of Scottish rugby by Lord Mackay in the summer (MW November 25 1999).
Anderton, a Scot, has also worked for Procter & Gamble. He says: “My responsibility will be to increase the appeal of the game to existing players and supporters, as well as attract new ones.”
The SRU received heavy criticism over its role in the organisation of games during the Rugby World Cup. Some stadia were half-empty for group matches, with a mixture of high ticket prices, unsuitable kick-off times and poor marketing being blamed.