Former Boom Cymru head of digital joins the Welsh Rugby Union
Welsh Rugby Union has hired Cai Morgan to a newly-created director of content role.
Morgan will lead a new content team, with the remit to tell stories about Welsh rugby for audiences in Wales and globally, through the federation’s channels. Overall, the federation is aiming to turn its content operation from a matchday-focused department to one that has output at all times, with a focus on behind-the-scenes content with elite players.
His arrival comes shortly after Tomos Grace became chief commercial officer, arriving from a senior media position at YouTube.
Previously, Morgan had been head of digital at ITV Studios-owned production company Boom Cymru, where he had worked his way to after almost 16 years with the business - first joining as a studio assistant.
Morgan said: “Having spent the last 16 years creating digital and social content for some of the UK’s biggest broadcasters and channels, I’m excited to now bring that experience into Welsh rugby at such an important time for the game and the sport.
“Raised in the 1990s in Pontypridd, where my family home pretty much backed onto Sardis Road, Welsh rugby has been part of my life for as long as I can remember, and it’s a huge honour to now step into this role and help tell the story of Welsh rugby to new audiences in Wales and around the world.
“For me, and for millions across Wales, rugby has never just been a sport. It sits at the heart of communities across the country, from the grassroots game right through to packed international days at Principality Stadium.
“Welsh rugby is one of the richest cultural stories in world sport, and there’s a huge opportunity to tell that story in new ways, showcase more of the brilliant people and communities that make the game so special, and connect with a new generation of supporters.
“From match day to every day, there’s a great Welsh rugby story to tell. Alla i ddim aros i ddechrau.”
Grace added: “We are evolving our content creation from a primarily match day into an every day function and Cai will be leading the way for us.
“We want to tell the stories from the clubs around Wales, get to know the characters at the heart of our clubs and the central role they play in their communities.
“We also want to get closer to our elite players across the men’s and women’s game, to learn what drives them, help their supporters truly understand them and help inspire the next generation of talent.
“Most of all, we want to excite and entertain people about Welsh rugby and to do this all year round.
“Working at YouTube, I saw the importance of digital platforms in engaging rugby fans, particularly younger fans. Cai’s arrival signals our intent to significantly further enhance our digital storytelling. He’s a hugely respected TV and digital executive and we’re lucky to have him joining us.”
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