Coventry Rugby

Client: Coventry Rugby

Rebrand, Marketing, social media strategy and content creation

As a consultant for Coventry Rugby during the 2024/25 season, I was brought in to evolve the club’s marketing strategy and redefine its visual identity. Competing in the Championship, the objective was to distinguish Coventry Rugby’s presence from other clubs in the league by adopting a more Premier League-level approach to promotion and branding.

I focused on creating a cohesive, contemporary visual style that would resonate with both traditional supporters and a younger audience. A key element of this transformation was a shift in social media strategy—from standard match-day action shots to emotionally driven storytelling. Content showcased the passion and character of Coventry Rugby, shining a light not only on the players, but also the Academy, the fanbase, and the wider community.

Despite the club recording its lowest league finish in a decade, this brand and content evolution delivered a significant uplift in social media engagement. Reach up by over 1,000%, Engagement up 480% and Followers up 39%. Just as important, the refreshed and professional approach has strengthened the club’s commercial appeal.

I was also responsible for the photography, retouching and colour-grading - match day and during the week. There was a subtle but distinct shift in photographic style, with more focus on the emotion, the passion, associated with player for - or supporting - Coventry Rugby.

  • Rebranding of the Coventry Rugby social media content helped the storytelling narrative hit home with the local community and supporters

  • Matchday photography started to have a focus on the passion, the emotion - what it feels like to play for - or support - Coventry Rugby. That bond is stronger than any sales pitch. All photography also had a consistent colour grade too, so the photographic style came an integral part of the brand.

  • The Coventry Rugby ‘Pro Rugby Combine’ is a hugely successful initiative that I was involved with from the start. Championing local, national and international talent to take part in a NFL-style programme to find exceptional talent and give out a Professional Contract! Hundreds of applications from four Continents, resulted in several days testing, developing and supporting these young athletes. It culminated with a live game, blues -v- whites, which was Live streamed by NexGen and watched by over 6,000 people. Murray Davidson won the 2025 Edition and is now a Professional Rugby Player. 2026 Edition is already underway.

  • Focusing on the local rugby community has always been close to Coventry’s heart, so we wanted to ensure that messaging was extended out into the wider community. Rugby has always been a sport that champions everyone, regardless of size, gender, social background or ability. By sharing these stories it has helped strengthen the bond between Coventry Rugby and the community.

  • A small selection of the Coventry Rugby Community content created to help build awareness of the different initiatives – from Project 500 where Coventry Rugby support the local families in the most need of support, through to enrichment programmes for local schools, to rugby activations with local Clubs on match day!

  • Involving the fans is just as important as the players.