CLUBHOUSE CHAMPIONS

The Brief

The Guinness Six Nations is a big opportunity to celebrate the WRU partnership and ‘Embrace the rugby community’ by engaging rugby fans and participants; from those who are inside the Stadium, to those cheering on in front of the TVs; to playing the game in grassroots clubs.

Campaign Execution

‘Clubhouse Champions’ highlighted that the elite playing squad playing in the Six Nations aren’t the only heroes of Welsh Rugby and celebrated the people who make grassroots rugby clubhouses feel like home. Principality went on nation-wide search to find a squad of 15 Clubhouse Champions, who have dedicated years of their lives to make their clubhouse a special place to visit and be part of.

The campaign was promoted through short-form content featuring Welsh Rugby players from past and present, Shane Williams, Josh Navidi, and Cerys Hale. A judging panel chose our final squad of 15, which was announced by x15 Welsh rugby legends. The chosen squad were invited to Principality Stadium to capture content such as headshots, interviews, and team photos, as well as take a tour of the stadium and take part in a Q&A with current Welsh players.

For the final match of the Six Nations, the Clubhouse Champions were invited to watch Wales vs. Italy from a hospitality box, as a token of appreciate for all they have done for their local communities.

Results 

While the WRU, media and other sponsors focus on the tournament and the national team, Principality stood out by celebrating the people and places that matter most to Welsh rugby, using the platform of elite rugby to elevate and support the community game.