It isn't usual for Bulls News to report on commercial matters at a rugby club but an announcment at Worcester Warriors this morning shows just how well that club is maximising income from off-field activities.
They have just completed a deal, said to be worth millions of pounds, with the international sportswear brand Kukri.
According to the Warriors 'the new contract will see current official kit provider Kukri not only continue as the club’s supplier but also take over all Warrior retailing activity for the next ten years and sponsor the North Stand at Sixways Stadium.'
• Kukri will continue to supply all of the Warriors match day and training wear as well as an extensive range of replica kit and leisurewear for supporters.
• Kukri will take day-to-day control and management of the new Sixways Store with the length and nature of the deal allowing both Kukri and Worcester Warriors to further benefit from their partnership. A new 2,500 sq ft rugby and sports superstore will feature in the new stadium development at Sixways that has been given the go-ahead by local planners. The retail operation will become a key focal point in front of the club’s new parking and road infrastructure as you enter the developing Sixways complex.
• Finally, Kukri has also signed up to sponsor the North Stand which already has planning permission for future development, scheduled to be the next exciting phase in the Sixways transformation.
"This is an exciting, long-term partnership for the club and a fantastic new phase of our relationship with Kukri that will enable us to work with them as their flagship club in Europe,” said Charlie Little, the Warriors general manager.
"We have recently announced new development plans to create what I believe is the best stand at any rugby club across Europe and we are delighted that a long-term partner and supporter of the club in Kukri have come to us and said that they want to be part of the next ten years at Warriors. They can see the ambition here and want to align their business strategy to ours.
"We want to be at the forefront in every aspect of club rugby, not just following the leaders in a competitive market. Since I have been at the club, we have always said that we wanted to be the best on and off the pitch and this new deal is the first part of what I hope will be a series of partnerships that will firmly establish us as the best rugby club in Europe. We have the potential to be something very special at this club. Our location, supporter base, infrastructure, amateur club and vision set us apart from everyone else. With a playing squad that is now starting to realise its potential with a place in the Heineken Cup only one game away and a Chairman who feels passionately about establishing Worcester Warriors amongst the elite, this is an exciting time for the club."
Whilst Hereford United may not have the income potential the Warriors have, they might take note of the way the Warriors are managed off the pitch. After the Warriors, the Bulls are the second largest sports club in Hereford and Worcester.
Text at top (next game etc)
Next Game: Scarborough In The League At Edgar Street On Tuesday 19th November At 7.45pm