The Fiji Rugby Union (FRU) has partnered with Red Tiger Marketing, a global sports consultancy, to enhance its commercial strategies as it embarks on a new era of international competition and growth. Based in London, Red Tiger Marketing, co-founded by former Manchester United CEO Richard Arnold, specializes in driving commercial performance and adding value for sports organizations worldwide.
Since its inception in late 2024, Red Tiger has worked with distinguished international sports entities, including Scottish Rugby and the Commonwealth Games Federation for the upcoming 2026 Commonwealth Games. The agency is set to assist the FRU in developing comprehensive commercial strategies that emphasize sponsorship acquisition, rights packaging, and long-term partnerships for both men’s and women’s programs.
This collaboration aligns with a crucial moment for Fiji Rugby, now recognized as a Tier 1 nation and preparing for the inaugural Nations Champions in July. With an expanded international rugby calendar, the potential to enhance Fiji Rugby’s commercial presence is significant. The FRU aims to engage rugby fans globally, showcasing Fiji’s renowned attacking style.
FRU chairman John Sanday expressed optimism about this partnership, indicating that Fiji Rugby is entering an exciting chapter marked by consistent high-level competition and increasing global interest. He noted that the objective is to establish a solid commercial foundation that supports athletes, communities, and the game’s future.
Lailanie Burnes, FRU’s Director of Rugby, emphasized that the partnership aims to foster commercial growth while staying true to the core values of Fijian rugby and its unique cultural identity.
Laurence Miller, co-founder of Red Tiger Marketing, shares this enthusiasm, stating that Fiji Rugby is one of the most authentic brands in the sporting world. He sees a clear opportunity to develop a commercial program that upholds the union’s values, safeguards its identity, and delivers long-term benefits for both the sport and its sponsors.
This partnership holds promise for Fiji Rugby as it strives to position itself as a leader in the global rugby community, creating exciting opportunities for fans and stakeholders alike.
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