The project, called “The Rugby Alliance,” will develop each respective team’s brand and the sport of rugby internationally.
TOULOUSE, France (January 24, 2023) – Stade Toulousain, Europe’s winningest professional rugby club (with five European Cup Championships and 21 French Championships, the most of any European team), and the Utah Warriors, a founding member of North America’s Major League Rugby, announced today that they have entered into an agreement to create a premier global collaboration as two leaders in their respective markets.
This collaboration, called The Rugby Alliance, will be a corporate accelerator to drive the global brand and team development for partner clubs by using combined sports, marketing, commercial, media and other technology development assets and initiatives in each team’s region and globally.
“The Stade Toulousain is proactive with our international development strategy and we’ve been grateful for the discussion with the American franchise of the Utah Warriors,” said Didier Lacroix, President of Stade Toulousain about the overall plan of The Rugby Alliance. “This initiative will help us to extend our brand and the know-how of our organization in a region where rugby has momentum and where they will welcome the future Rugby World Cups in 2031 and 2033.”
Lacroix went on to comment on why Stade Toulousain decided to partner with the Utah Warriors.
“[They] are an obvious choice,” Lacroix said. “Not only do we share the same values and visions that Stade Toulousain had back in the day but the Utah Warriors has been at the genesis of the creation of Major League Rugby and the growth of the game in North America. Salt Lake City and Utah are a territory very similar to the Occitanie and Stade Toulousain thanks to their economic success in innovation, industry, tourism, technology, as well as Utah’s overall outdoor lifestyle. The warm welcome that we received during our visit in December from the local government, sports and the economic leaders was exceptional.”
Summarizing the early feedback of The Rugby Alliance’s planning, Lacroix said both Stade Toulousain and the Utah Warriors have seen positive results internally and externally.
“We have been pleasantly surprised by the excitement of this project by all the various French and American institutions,” Didier Lacroix said. “We’re very much looking forward to working with the Warriors and these institutions to grow The Rugby Alliance.”
Utah Warriors CEO and Co-Founder Kimball Kjar echoed Lacroix’s statements.
“This will create a paradigm shift on a global scale for the game and the business of rugby,” Kjar said. “For Americans, Stade Toulousain are the Dallas Cowboys or the Real Madrid of rugby, so to be able to partner with such a historically successful team that is also innovative and forward-thinking, we’re just truly grateful and truly excited about where this collaboration will go not only for both teams, but here in the US it will be exciting what his project will do to benefit the MLR and game overall.”
By establishing a global brand and content development strategy, the Rugby Alliance will grow the member’s respective brands while also growing the sport of rugby. It will also help to accelerate the growth of each member team’s connections between businesses, communities and tourism.
The Rugby Alliance will announce specific details in the coming weeks the full scope of the project’s expected exhibition matches in North America, including in Utah, the planned media and corporate partnership strategies, as well as the plans for rugby development camps and clinics for players and coaches in the US and in France.
Through this international collaboration and partnered business development, The Rugby Alliance will work to redefine how professional rugby teams can approach commercial, operational and team growth as a springboard for future innovation inside one of the world’s largest sports.
ABOUT UTAH WARRIORS:
The Utah Warriors are one of the seven founding members of Major League Rugby, with their inaugural season happening in 2018. With former Stade Francais and Mitsubishi Dynaboars head coach Greg Cooper at the helm, the Warriors are looking to build North America’s epicenter of rugby on and off the field. With Major League Rugby’s increase from seven teams in 2018 to twelve in 2023, the MLR and the Utah Warriors continue to grow on and off the field in the lead-up to the USA hosting the 2031 and 2033 Rugby World Cups.
For more information on the Utah Warriors please visit:
Media Contact: Hannah Miner, Marketing Manager—+1 (385) 312-7147 or Hannah.Miner@warriorsrugby.com
International Media Contact: Thierry Daupin, International Development Manager —+1 (808) 358-0784 or email@example.com
ABOUT STADE TOULOUSAIN:
Stade Toulousain plays in the French Top 14 and in the Champions Cup. Since its creation, Stade Toulousain has won the French Rugby Championship twenty-one (21) times and has lifted the European Champions Cup five (5) times. Both victory counts are the most of any European rugby club to date. Stade Toulousain, as part of its CSR approach, is fully committed to the economic and social life of its city and its region of Toulouse.
For more information on the Stade Toulousain please visit:
Media Contact: Vincent Bonnet, Dir. of Marketing & Communication—+33 (0) 5 34 422 422 or firstname.lastname@example.org -or- Lorene Guillot, Communications & Media—+33 (0) 6 82 170 475 or email@example.com
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