(USA Rugby Release) LAFAYETTE, CO – In April, the United States announced Rugby and EY a new partnership where the global leader in consulting will become the main partner of the National Governing Body (NGB). As part of the partnership, EY will provide consulting services to the US Rugby during this transformation period with the aim of developing an organizational strategy plan. A primary focus of the partnership is the overall digital strategy within the US Rugby with the goal of increasing participation and rugby fan base through a digitally activated method. On the other hand, increased business opportunities for the organization.
EY and USA Rugby has kicked off the consulting party of the partnership by conducting research within the organization and a new business strategy that looks forward to the next 10 years. This work meant understanding the US Rugby role as a NGB and delivering a targeted strategy as well as growing fan base in the United States to engage in broader engagement. The Strategic Plan's primary pillars include a sustainable business model, US Rugby's digital strategy transformation and organizational diversity and integration.
"EY has been incredibly supportive through the early stages of the partnership, bringing together members of the organization for a very insightful evaluation," noted US Rugby CEO, Ross Young, "When we embark on this critical turning point, EY's expertise and understanding of Business and rugby landscape is more than encouraging as we navigate in a long-form strategy. A very promising way forward, to say the least. "
During a six-week period, EY worked consulting with the US Rugby to conduct studies on NGB's organizational structure and its ambitions in the future. Including interviews and workshops with US Rugby stakeholders, including the board, national office, committee leaders, community partners, world rugby and US Olympic and Paralympic Committees (USOPC), EY was able to gather information from the broad spectrum of sports here in the US. From this activity, USA Rugby has established relevant purpose, vision, mission and values to centralize the development of a strategic plan and help set the foundation for growth over the next 10 years.
"We are excited to work with the US Rugby to empower America to embrace the rugby experience. By helping the United States Rugby grow playing and fan base for rugby in the United States, we unite society, adopt sustainable development and growing opportunities nationwide", According to Norman Lonergan, EY Global Vice Chair, Advisory.
A primary focus of the partnership is the overall digital strategy within the US Rugby with the goal of increasing participation and rugby fan base through a digitally activated method. On the other hand, increased business opportunities for the organization.
Ambitions through the digital transformation will be for the United States Rugby to better engage with members, fans and donors through targeted communication and marketing. This effort is driven by improved insights and analyzes in addition to more effective communication. Correct insights will support the organization with further understanding of the many personas in the rugby community and how each one engages in the sport. Restructuring the US Rugby current datarchitecture becomes an emphasis in this goal.
"Our vision is that rugby should be recognized as a common American sport that offers lifelong opportunities for people to connect to the game in any way they choose. We believe rugby can act as a platform to unlock The personal potential and unite society through a shared passion and participation in the sport, so by reimagining our purpose and digitizing our organization, EY helps us do just that, "says Mark Griffin, Commercial Director, USA Rugby.
EY and USA Rugby will also focus on increasing diversity and integration (D & I) throughout the organization and society. From National Agency Management Representation and Chula Vista to developing more opportunities for the public to become involved in rugby. Through the partnership, each unit will work together to develop a roadmap for this development to see growth satisfaction over the 10-year plan.
This partnership comes at an important time for the US Rugby, as both US women and men's rugby teams qualified for the 2020 Olympic Games in Tokyo, the final weekend of Women's Super Series is coming and the Men's Rugby World Cup starts in September.
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