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.