CEO Abi Tierney and Chair Richard Collier-Keywood took centre stage in Cardiff, following three successive high profile concerts at the venue, to give an overview of the WRU’s plans for the future of the game.
The first independently appointed Chair in the history of the game in Wales began by setting out the context for the strategy:
“The new WRU Board has been in place for six months and is operating well. Abi has been with us for a little over five months and she has been reshaping her executive team including recruiting a new Chief Finance Officer, Leighton Davies,” said Richard Collier-Keywood.
“We have set a clear standard in relation to our culture and what constitutes acceptable behaviour for those who work with the WRU.
“The WRU was running a financial deficit of around £15m per year which was funded by the disposal of WRU assets reducing our income potential for the future.
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“We will shortly publish the final version of our accounts for the year ended 30 June 2023 which will include some substantial changes, but which now give us a sustainable financial starting point.
“Covid had been a major cost for the professional and community game in Wales and despite the £13m of grants from the Welsh Government in total, to the four regions and the WRU, we have been struggling to recover from the approximately £20m of debt incurred by rugby in Wales.
“The strategy has been co-created with our major stakeholders – in particular our vision is to have a much closer working relationship with the four regional professional sides and our shareholders, the community clubs.
WRU Chair Richard Collier-Keywood during the press conference to announce the WRU One Wales Strategy
“Finally, the strategy is data led so wherever possible we have gathered evidence as input to our decisions. Our goal is that this strategy is a living document that will continue to be developed.
“As part of the implementation, there are some key decisions that we are still working through with a goal to have a detailed five year plan in place by the autumn of this year and we will work transparently with our stakeholders through the rest of this process.”
The headline five-year plan begins with a vision to ‘unite people and inspire passion in our Welsh rugby nation’.
With the benefits of playing rugby far reaching, a recent social impact report commissioned by World Rugby* shows how the game helps to create inclusive and strong communities, as well as physical benefits from improved mental health to reductions in obesity in children, increased confidence and achieving a greater sense of wellbeing.
Therefore, the vision is underpinned by a mission and commitment to ‘work together to create exceptional experiences and opportunities for everyone through our game.’ To not only safeguard our national sport, but to also contribute to a more prosperous, more resilient and healthier Wales for future generations. The overarching mission is supported by four strategic pillars:
1) Develop inspiring competitive clubs and national teams
2) Foster a thriving and sustainable community game
3) Accelerate development of the women and girls’ rugby ecosystem
4) Capture, engage and grow our Welsh rugby audience through positive brands, experiences and narrative
The initial success of these pillars will be measured against five key goals for 2029: to see Wales’ national men’s and women’s teams consistently ranked in the top five sides in the world game; for Welsh regional clubs to be consistently challenging in the knock-out stages of their domestic competitions; to continue to increase active participants in the game; to secure financial sustainability for all levels of the game and to grow the percentage share of positive sentiment around Welsh rugby in general.
WRU CEO Abi Tierney said, “We are the smallest Tier One rugby nation, but we believe we can deliver this strategy because of the passion of our supporters, because rugby matters more in Wales.
“The strength of the game in Wales will be in our unity and this significant road map embodies the voices of everyone associated with the game.
“We have created something that we can all be really proud of, something which will see us rise sustainably to new heights by 2029.
“We have challenged ourselves to be ambitious, but also realistic and rigorous in our decision making.
“One exciting aspect at the heart of the strategy is a commitment across all elements of the professional game to share resources and expertise, meaning we, across the regional clubs and the WRU, will collaborate much more closely on and off the pitch.
WRU CEO Abi Tierney during the press conference to announce the WRU One Wales Strategy
“This will include the new ‘head of growth’, who will help us to grow our revenues and bridge the shortfall in the funding required for our teams to thrive and compete at the highest levels.
“Above anything, we will ensure this strategy is achievable in every aspect, with the ability to show the scope and range of our commitments and to cost them accordingly. We will be completely transparent in this process and announce more detail in the months ahead.
“An increase in financial discipline, process and rigour is an immediate focus for us, as we know we have been spending more than we have been bringing in in recent years. This strategy is about professionalising all aspects of how we operate and govern the WRU.
“Together with these plans to right-size the organisation and ensure our spending is in line with our income, we must also grow in core areas, to reinvest in all aspects of the game.”
As part of the wide-ranging plan, the WRU will assess options for growth in income through a review of every facet of the professional game, with the ambition to make progressive choices which will challenge all that has gone before.
Details of the strategy discussed today focus on the overarching trajectory for rugby in Wales, while wider details and decisions will be revealed in autumn 2024, when the five year plan will be shared in full. This plan is based on ensuring future revenues will cover future costs and investment in rugby in Wales.
The strategy has been developed in alignment with the ‘Well-being of Future Generations (Wales) Act 2015, considering the impetus on the game to contribute to a prosperous, resilient, healthy, globally responsible Wales with a vibrant culture and thriving Welsh language.
There are also elements of the United Nations sustainable development Earth Charter utilised, in terms of setting principles around gender equality, good health and well-being, reduction in poverty around communities and inspiring economic growth.
Richard Collier-Keywood added: “In conclusion, it is vitally important for us to recognise the role and responsibilities that Welsh rugby has in our communities throughout Wales. The Board is committed to continuing to work on our strategy and to delivering our five year plan, because Wales is the place where rugby matters more.”
CEO Abi Tierney concluded: “We must rekindle the love affair Wales has with Welsh rugby and help everyone to see the hugely positive impact a flourishing game can have on wider Welsh society.
“Rugby is a part of our psyche in Wales, and now we face our greatest challenge yet.
“We must be a governing body which engenders respect, belonging, equality and kinship, which motivates and inspires, innovates and empowers and personifies the pride of the nation.
“We will achieve this aim.
“We have a plan which we know can and will work, but we also appreciate that this is a shared journey. We encourage all in this great rugby nation of ours to join us and support the ambitions and goals of the new One Wales strategy and show the world that Wales is a place where rugby matters more.”
