The top flight of English professional rugby, the Gallagher Premiership is set to undergo a “bold” rebrand as it looks to harness a “pivotal moment” in the sport’s evolution.

Developed in collaboration with strategic brand agency Brand Potential, the upcoming season’s creative identity will be focused on a reimagined competition built around unrelenting drama, heightened spectacle, and visceral emotion.

“Our ambition was to capture the unpolished beauty, the visceral energy and unpredictability of rugby and translate it into a brand system that feels alive in every channel,” said Guillaume Furminger, ECD at Brand Potential.

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“Gallagher PREM is designed to be as bold, ferocious and unforgettable as the game itself.”

The creative foundation developed by Brand Potential will includes a high-contrast palette inspired by the game’s “energy”, alongside a custom wordmark and graphic patterns echoing live sport’s “chaos and momentum”.

Olivia Ó Dochartaigh, head of brand and content at PREM Rugby added: “This bold new strategy is deeply rooted in insight from our players, clubs and across our audiences, creating a vivid brand experience that captures the intensity and true essence of the game.”