​PREM Rugby and Whisper partner on player-led content

PREM Rugby has partnered with Whisper on its player-led content strategy.

Whisper will produce social and digital content and storytelling for PREM Rugby as it looks to grow its fanbase, particularly among 18-34-year-olds, where engagement has surged over the last 18 months. 

Whisper will create fresh content opportunities and innovative execution, which will open up new avenues for brand partnerships, says PREM Rugby.

Whisper has partnered with digital specialists 53Six, who will focus on YouTube strategy, channel management and optimisation to ensure content reaches and engages as wide an audience as possible.

The production giant is collaborating closely with host broadcaster, TNT Sports, to align digital storytelling with the broadcast coverage, and enable access to talent, and behind-the-scenes access.

In the first month of the PREM Rugby season, social engagement has risen by 38%, while overall reach has grown by 63% to 28.9 million.

PREM content has achieved a 419% surge in shares too.

PREM Rugby has also had 3.3 million video views on YouTube in the first month of posting in-season.

The league highlights its ‘Fuelling the Ferocity” series starting with Emmanuel Iyogun as being content that attracted rugby and non-rugby fans to the fitness regimes of PREM athletes.

Simon Massie-Taylor, CEO of PREM Rugby, said: “This brilliant new partnership with Whisper is a crucial part of our brand repositioning and will shape how we tell the story of the Gallagher PREM. More than ever, our content and social media strategy will reflect the big hits, amazing skill and extreme athleticism of PREM Rugby.

“Whisper’s proven track record, combined with their award-winning creative vision, will allow us to build on the incredible momentum we’ve seen with younger audiences. Unlocking new opportunities for players, clubs and our dedicated commercial partners is also at the heart of what we are looking to achieve. We are keen to talk to like-minded brands looking to access athletes and explore partnerships across a diverse range of topics including fitness, nutrition and music as we develop our content offering over the coming months.”

Sunil Patel, co-founder and CEO of Whisper, added: “Whisper is incredibly excited to be expanding our rugby portfolio with the Gallagher PREM and partner with their vision to become an even more accessible and exciting competition. It’s been a strong start to the partnership with significant levels of engagement across social and digital already being delivered.

“Working closely with the league, clubs, players, as well as TNT Sports, Whisper is highlighting the vibrancy, intensity and entertainment that are inherent to the PREM, and telling those stories in a creative and innovative way that reaches the widest possible audience.

“Whisper has a track-record of working with some of the biggest and most iconic sports organisations, brands and talent in the world to partner on and develop strategies that work for them, their fans, and their commercial partners to grow audience and revenues. The Gallagher PREM is primed for that next phase of growth, and we are thrilled to be part of their journey.”