The Rugby Football Union (RFU) has overhauled its junior membership scheme as part of its first major push to extend the national team’s official youth fan base.
The RFU has unveiled a new logo and animated website for its Junior Supporters Club (JSC) developed by specialist youth marketing agency Imaginate Creative. It aims to create a distinct identity for the club, which has historically operated as an extension of its main membership scheme.
The English Rugby Supporters Club (ERSC) is also looking to attract sponsors for both the junior club and main supporters scheme.
The RFU hopes to increase its junior membership base by 200% over the next year. It currently accounts for only 2,000 of its 25,000 members.
ERSC marketing and communications manager, Jenny Simms, says the RFU aims to create a “fun, interactive and educational” club for its younger fan base of eightto 12-year-olds.
The new website includes access to exclusive player content, interactive rugby skills games alongside educational material relating to healthy eating and community sports.
The club is also exploring opportunities to extend into licensed products with plans to develop new mascots to attend upcoming events.
It plans to roll out promotional activities across key youth media to support the launch including a competition for members to win the opportunity to become an England mascot.