Navyblue brands Rugby Expo

The consultancy was formally appointed in June by sports agency World In Motion, but discussions started after Navyblue branded a similar event, Soccerex, in South Africa.

Navyblue business strategy director Ron Cregan explains, ‘I met some of the World In Motion guys at Soccerex – they attended a workshop brand gym I was running and told me that nothing like Soccerex existed for rugby.’

Given an open brief, Navyblue sought to create a new brand, considering the international reach of the game, and both the rugby union and rugby league disciplines.

Navyblue named the event, created the logo and came up with the strapline ‘The Business of World Rugby’. It has also created a website, marketing collateral, an e-newsletter and stationery.

Logan Sports Marketing was appointed to the project in a consultative role, to help Navyblue formulate its strategy. The company is owned by sports presenter Gabby Logan and ex-Scotland rugby international Kenny Logan.

Cregan says, ‘ [Logan] was brought in, as he understands rugby from the inside.’

Rugby Expo is at Chancery House, London W1.