Sport is about more than winning and results. Friendships forged on the pitch, the ability to create community, a fun way to keep fit; these are just some of the reasons to return to rugby highlighted in The Rugby Football Union’s new campaign in collaboration with Sport UNLIMITED, ‘Play Together, Stay Together’.

The campaign, supported by The National Lottery, aims to encourage players back into the sport where following the pandemic the number of people playing rugby has dropped with many not returning to the game post lockdowns. The campaign has a particular focus on 30+ social players.

At the center of the campaign is an emotive 60’ video, ‘Beyond the 80’ which aims to remind players what they’re missing on and off the pitch, driving them to re-engage with their grassroots club. The campaign features real players and real match footage alongside the iconic voice of Nick Mullins. The film spotlights the highs of playing and the community and friendship that can be created to encourage people back.

To create the campaign the national adult participation used insight from Sport UNLIMITED’s Human Understanding Lab (HUL) to understand the motivations and barriers critical to driving demand for the game. The campaign builds upon the research and showcases the togetherness and camaraderie rugby has to offer reminding players who have had a break from the game just what they are missing.

“Rugby has faced more challenges than most sports during the pandemic, due to its contact nature and the enforced break during Covid. Match completion rates in lower leagues in the men’s game fell last season and some social XVs struggled to field enough players to fulfill fixtures.” shared Lee Gibbons, MD, Sport UNLIMITED highlighting the importance of helping players return to the sport.

In addition to the hero film, the campaign saw England legends, Mike Tindall and James Haskell host a one-off rugby match with a star-studded group of former England internationals playing alongside grassroots players. In collaboration with The Good, The Bad & The Rugby podcast the match was live streamed across RFU channels to over 83,000 viewers. At a club level, Sport UNLIMITED has also created a series of toolkits to further drive participation at a local level.  

Beyond the usual benefits of sport the campaign brings to life the joy of Rugby in the form of friendship, community and togetherness reminding players just what they are missing and no doubt leaving many inspired to make their return to the pitch.