With club rugby making record losses, Quins are investing heavily in a digital-first strategy, with the aim of expanding their global footprint
Why the Premier League 'has shot itself in the foot' over Man City's 115 chargesmeet at The Stoop on Saturday, each chasing a win that might secure one of the two remaining spots inQuins sit proudly on top of the Premiership, in that sense – the London team with arguably the most recognisable club kit in the world have a league-leading 700,000 social-media followers at the most recent count, up 68 per cent from 416,000 in 2020-21.
“I remember Joe Marler appearing on the Jonathan Ross Show around the World Cup in Japan, and people doing Dancing on Ice and those other mainstream TV shows are really important. The ITV element of highlights and seven live matches per year is hugely important to grow visibility of our players.” Bristol love a jokey dip into popular culture: this week’s announcement of a November match with an Australia XV had scrum-half Harry Randall brilliantly spliced into a well-known Foster’s ad.on Thursday had 300,000 views on X in five hours for their staged teaser of Henry Slade’s contract extension.
“Quins have worked really hard on the profiling of the club around Friday Night Lights, Big Game, Big Summer Kick-Off, and we are turning the tide, bringing in a younger audience, a more female audience. We build campaigns and accessibility, and showcase younger supporters, and our access day, and initiatives with visible and invisible disabilities and LGBTQ+. We share that Harlequins is a club for all.
“So what we tend to do with the big-name players is to develop a focused campaign across the year for them, not asking them to do too much, making sure it’s the right things for them and for the club, so they are able to deliver on the rugby pitch, and equally build a value for us and for them.
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