‘This is Belonging’ PREM Rugby and PWR unite to celebrate inclusion across the game

In a first for the game, PREM Rugby and Premiership Women’s Rugby (PWR) are uniting to celebrate inclusion and belonging across the sport with a new joint campaign: ‘This Is Belonging’.

 

Across Round 12 of the Gallagher PREM and Round 16 of the PWR (March 27-29) the organisations are collaborating to highlight the welcoming environments within both leagues, and the powerful role rugby plays in bringing people together.

 

Themed ‘This Is Belonging’, all matchdays across both competitions will feature activations designed to celebrate the diversity of rugby’s players, supporters and communities, reinforcing the idea that everyone should feel welcome in the game.

 

Simon Massie-Taylor, CEO of PREM Rugby, said:

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“We’re proud to stand with PWR this weekend to champion inclusivity across rugby. Our sport is at its best when everyone feels they belong – on the pitch, in the stands, and in every part of the game.

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“Collaboration is key to driving visibility, understanding and real change. Together we are sending a clear message: there is no place for discrimination in rugby.

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“Everyone should feel welcome in our sport, and everyone should know they belong. ‘This is Belonging’ reminds us that we all have a role to play in ensuring that rugby remains a game for everyone.”

 

Genevieve Shore, Executive Chair of Premiership Women’s Rugby, added:

 

“Working alongside PREM Rugby on this campaign is an important step for the game. Allyship and visibility are essential if we want to challenge misconceptions and build a sport where everyone truly feels they belong. We still have a long way to go, but hopefully as people see more diverse players, fans and staff across our stadiums and communities, it will prove to them that rugby can be a welcoming place for everyone. We hope This is Belonging inspires people of all ages, backgrounds and identities to feel confident, get involved and experience everything the rugby community has to offer.”

Using the platform of elite competition,  the campaign will reinforce one clear message: everyone is welcome, and anyone can play.

PREM Rugby and PWR are using their Big Match Bonanza fixtures to showcase just how welcoming the sport can be. Hosted in iconic stadiums across the country, these games are designed to open the doors of rugby to new audiences and encourage people who may not traditionally attend a match to experience the game for themselves.

 

From matchday activations to community programmes, clubs across both leagues will highlight the role rugby plays in creating connections, strengthening communities and supporting wellbeing. ‘This Is Belonging’ celebrates the players, fans and communities who already make rugby special, while opening the door wider for new audiences who want to see themselves represented and embraced within the rugby family.

Rugby is more than a game. It’s a community. It’s a family. It’s a place for all, and it’s a place for you.