Published October 13th, 2022

Twenty First Group moves into rugby union with SANZAAR Rugby Championship Strategic Review

Following our growth into cricket earlier this year, Twenty First Group are delighted to announce that we have continued our multi-sport expansion with the completion of our first project in Rugby Union. Recently, we have had the privilege to work with Pitch International and Southern Hemisphere Rugby governing body SANZAAR as they explored how they could improve and maximise the value of The Rugby Championship; the Southern Hemisphere’s premier international rugby competition involving New Zealand, South Africa, Australia and Argentina.

It was a privilege to have had the opportunity to work with Pitch International and SANZAAR with several strategic recommendations being made to help maximise the value of the Rugby Championship. Our work with SANZAAR further evidences the unique value of the TFG Intelligence Engine, in helping organisations identify drivers for sporting success, and unlocking long-term commercial value. Our move into rugby is another step, as we strive to apply our intelligence across more and new sports. We look forward to continuing our multi-sport expansion and making further exciting announcements in the coming months.  

Commenting on Twenty First Group’s involvement with the project; TFG’s Managing Director, Asia Pacific and project lead Ben Marlow said:

“I am delighted that we have been able to further expand our portfolio of sports with the addition of rugby union. It was exciting to have had the opportunity to work with SANZAAR in their quest for maximising the value of The Rugby Championship and applying our experience and expertise in competition structures to our newly developed rugby intelligence. Exploring ways of improving and maximising the value of competitions should be a continuous best practice amongst governing bodies and rights holders in all sports”.

SANZAAR CEO Brendan Morris adds: “SANZAAR and the four Nation Unions of Argentina, Australia, New Zealand and South Africa are delighted to partner with TFG on the strategic review of our premier competition The Rugby Championship”.

“Coming out of the global pandemic the game and competition have experienced unprecedented disruption and SANZAAR is taking the opportunity to review the competition with a fan centric and commercial overview to ensure the long-term future of the best international competition in world rugby”.

“Partnering with global specialists like TFG and Pitch International, will allow SANZAAR to apply a detailed analytical lens to future competition modelling, supported by robust investigation and recommendations provided by experienced and technology-based solution specialists, driving a bright future for the competition and our fans”.

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