Julia Chapman: Winning Titles, Controlled Spending & The Henry Pollock Effect | The Northampton Saints Story (Ep110)

There couldn’t be a better time to have this chat. After the big news that Prem Rugby is set to embrace a franchise type model, we welcome Northampton Saints CEO Julia Chapman to the show.

There is so much to unpick from this: what does it mean for the individual clubs? What opportunities does it offer the players? How will it impact the core business model? 

But there is also a huge amount to look at from the local level. One of the Prem’s great clubs, Saints have an amazing history with a dedicated fanbase that demonstrates the appetite and commitment of the audience to club rugby in England.

Time to get stuck into the ins and outs of domestic rugby with a guest who we have had many requests for in the past. We’re delighted to welcome Julia to the Business of Sport.

The Business of Northampton Saints

• How winning the Premiership created a sell-out season ticket boom

• The financial reality of running a Premiership rugby club

• Why owning the stadium is one of the club’s biggest competitive advantages

The Economics of Club Rugby

• Why player salary spend directly correlates with league position

• How academies allow smaller clubs to compete financially

• Why club rugby struggles to convert international fans into paying subscribers

Commercial Growth in Modern Rugby

• The power of player personalities and social media in growing audiences

• How clubs monetise content, partnerships and hospitality

• Why brands increasingly want access to players and behind-the-scenes content

The Future of Rugby Clubs

• Why Premiership rugby is moving toward a more aligned league structure

• The investment required to modernise stadiums and unlock revenue

• Why women’s rugby could become one of the sport’s biggest growth drivers

  
  

A huge thank you to our amazing partners on the show: 

Gemini Sports

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Slate

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