RFU plans themed coffee shops

The Rugby Football Union (RFU) is to capitalise on the success of the England team by opening rugby-themed high street coffee shops.

The RFU already has a merchandise outlet – The Rugby Store – based at the national stadium in Twickenham, but is proposing to add a “Café Rugby” upstairs and roll the concept out across the UK by 2003.

Cafés will open on high streets in areas with a strong rugby union fan base such as the South-west, London and the Midlands.

Town and city centres that have been earmarked include Leicester, Richmond, Bath and Bristol. Airports are also being considered.

Research by TGI and Lowe Lintas shows rugby’s target market is heavily oriented towards ABC1s.

A spokesman for the RFU says: “We want to position ourselves to sell all sorts of rugby apparel, not just England merchandise.

“We hope the themed cafés will rival other organisations such as the Sports Café. They will feature memorabilia, such as signed team shirts from famous players on the walls.”

The RFU has a burgeoning merchandising operation. It includes The Rugby Store, an RFU website and a mail-order catalogue.

It announced earlier this month that it has committed itself to overhauling rugby, with an eight-year strategic plan to reinvigorate the sport’s image.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here