Premiership Rugby today launched Gallagher PREM, a bold rebrand of English club rugby’s top-flight competition, created in collaboration with strategic brand agency Brand Potential.
First revealed in June, the new identity marks a pivotal moment in the sport’s evolution, setting the stage for a reimagined competition built around unrelenting drama, heightened spectacle, and visceral emotion.
Gallagher PREM
The result of an intensive strategic and creative process, Gallagher PREM arrives with a singular focus: to position rugby as one of the most electrifying sports experiences in the world.
With a sharper brand voice, modern design system and immersive fan-first approach, the league aims to double its weekly reach, reigniting the passion of loyal rugby fans and pulling in casual sports lovers craving something raw, real and unpredictable.
Where previous seasons highlighted matchday moments in isolation, Gallagher PREM places narrative at the heart of the sport. From the physical and emotional highs of its players to the rivalries and atmospheres that define each round, where last-minute tries and impossible comebacks are not the exception, but the expectation.
The creative foundation developed by Brand Potential includes a high-contrast palette inspired by the game’s energy, custom wordmark and graphic patterns echoing live sport’s chaos and momentum.
Gritty, close-up photography invites audiences into the heart of the action, while a punchy, character-led tone of voice ensures the brand hits as hard as the tackles on the pitch.
Guillaume Furminger, Executive Creative Director at Brand Potential, said: “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.
“Gallagher PREM is designed to be as bold, ferocious and unforgettable as the game itself.”
“Thanks to the brave partnership with we have managed to ignite the Gallagher PREM brand and give it the stage it deserves. Massive thanks to Olivia and the team at PREM Rugby for the passion and vision throughout the journey.”
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.”