RFU revamps England fans’ club branding

The Rugby Football Union (RFU) is overhauling its England Rugby Supporters Club (ERSC) brand as it moves to strengthen its ties with the national team’s official fan base.

The club has unveiled a logo developed by Agency Inc, which was appointed to the RFU’s creative account in June.

The launch of the brand identity is the first step in an extensive repositioning campaign aimed at distinguishing the club from competitors that have emerged since its launch four years ago.

It follows research undertaken by Sports Marketing Surveys into the club’s membership base.

ERSC marketing and communications manager Jenny Simms says the process is intended to modernise the brand. The club is also launching a print advertising campaign to support the rebrand, based on the strapline "Belong". It features fans, in an effort to build its brand association as the home of the England team’s supporters.

The process will continue into next year when a new website and membership package for junior supporters will be among the initiatives due to be launched.

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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