Llanidloes Rugby Club Marketing Case Study
Introduction:
Sports Marketing Portfolio
How to Turn a Community Sports Club into a Creative Authority Within Grassroots Rugby
Overview
Llanidloes Rugby Club is a community-driven club based in Powys, Wales, with senior men’s and women’s teams alongside a thriving minis and juniors section. This case study outlines how a targeted rugby club marketing strategy was used to increase engagement, improve matchday attendance, and strengthen the club’s digital presence.
As marketing lead, the focus was on delivering consistent, high-quality content and building a recognisable identity across social media platforms.
The Challenge
Like many community sports clubs, Llanidloes Rugby Club faced challenges around visibility, engagement, and attracting supporters beyond its core audience. Social media channels lacked consistency, and there was an opportunity to better promote fixtures, events, and sponsorship opportunities.
The goal was to create a structured sports marketing approach that would:
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Increase social media engagement
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Drive attendance to matchdays and events
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Improve the club’s overall brand perception
The Strategy
A clear and consistent content strategy was introduced, focusing on rugby-focused storytelling and community engagement. This included:
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Matchday graphics and promotional content
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Player-focused storytelling and team announcements
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Event promotion, including key fixtures and social events
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Visual branding to create a consistent identity
Content was tailored specifically for platforms like Instagram and Facebook, ensuring maximum reach within the local rugby community.
The result?
The impact of the rugby club marketing strategy was significant:
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Increased engagement across social media platforms
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Stronger matchday attendance and event visibility
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Improved brand consistency across all touchpoints
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Recognition as one of the leading grassroots rugby social accounts in Wales
The project demonstrates how a focused sports marketing approach can transform the visibility and performance of a community rugby club.
That’s where I come in.
Anniversary Rebrand
As Llanidloes Rugby Club approached its 50th year, the opportunity extended beyond a commemorative badge. The brief was to honour five decades of heritage while evolving the club’s identity for the future — not just for a season, but for the long term.
The rebrand focused on refinement and longevity. Core visual elements were strengthened, not replaced, ensuring the club’s DNA remained intact while improving consistency across digital, print and matchday platforms. The 50th year mark was designed as a seamless extension of the brand, supporting stronger communication and sponsor visibility.
The result was more than a celebration — it was a reset. A modernised identity aligned with the club’s ambition, built not just to mark fifty years, but to carry it into the next era.
Matchday Socials
Matchday content in sport isn’t just a moment — it’s a journey. And journeys require structure. Authentic storytelling only works when supported by a clear, repeatable system.
Following an anniversary season that introduced a new club badge and more graphic-led creative, this year’s direction has been unapologetically photography-led. Real moments. Real people. Real rugby. Supported by a defined brand framework, increased use of video and motion, and a structured weekly content rhythm. Each fixture week is built around adaptable overlay assets, allowing us to move quickly, remain consistent, and respond to the realities of grassroots sport.
The outcome has been deliberate and measurable: steady organic growth in engagement and reach, increased visibility supporting the development of our women’s team and junior section, and growing interest from new and existing sponsors — many now choosing to partner with the rugby club over more established local alternatives.
Below is a snapshot of the season’s social output, demonstrating how a clear creative framework — applied with intent and consistency — can elevate community sport.
Team News Posts
Team line-up content is one of the most important pieces of communication a sports club produces each week. For many people, it can be the first impression they have of the club.
A well-crafted line-up doesn’t simply list fifteen names — it presents the club, its standards and its identity in a clear and professional way.
It sets the tone for matchday.
Each season begins with the development of a concept that becomes the foundation for all line-up content. Player photography is captured and edited specifically for this system, then incorporated into the template to create animated matchday graphics that feel consistent, recognisable and professional.
This structured approach allows the club to produce content quickly each week while maintaining a strong visual identity across multiple teams and fixtures.
Consistency builds recognition. Recognition builds trust.
Line-up posts also create valuable exposure for sponsors. Club partners, kit sponsors and individual player sponsors are integrated into clear, designated placements within the design, ensuring they remain visible without overwhelming the content.
As players and supporters share these posts across their own networks, the reach extends far beyond the club’s immediate audience — giving sponsors meaningful visibility and reinforcing the value of their support.
A simple post becomes a powerful platform for the club and its partners.
Digital Execution
Incorporating a compelling visual strategy alongside the poignant narrative we discussed earlier was pivotal in crafting an immersive user experience. The design's fluidity extended to our comprehensive campaign system, ensuring a cohesive presence across all digital platforms. This strategic approach culminated in a dynamic and distinctive campaign that commanded attention amidst the digital clamour of kit launch season, precisely in line with our vision.
The digital campaign covered our various channels across e-commerce and social for Newcastle and Castore. And after achieving the desired impact with the Newcastle fanbase, it also featured on well-known social platforms like the Sky Sports channels, expanding its reach and impact.
I could not believe the impact our social media presence has had since Lee took over our social media channels & became part of our club.
The difference was stark; having a professional with a deep knowledge of media engagement made such a difference. At the top level, we now have actual data to show potential sponsors the actual value and reach they can expect for their businesses. The perception the community now has of our club is heart-warming. We are proud to see so many individuals, groups & organisations now using our facilities. This was through targeted posts to ensure the whole community knows they are welcome. The Junior section has flourished and grown, especially with the parents’ engagement & I honestly think our thriving Women’s team would not even have happened without it.
Thank you, Lee, you have been a major asset to our club and Community.
Simon Morgan
Llanidloes Club Chair - 2015 to 2025
Looking to Grow Your Sports Club?
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With flexible creative packages and seasonal retainer options available, I can provide tailored support that works around your budget.