STRATEGIC PLAN 2018 - 2023
Irish Rugby: Building success, together IRFU STRATEGIC PLAN 12 Irish Rugby:Rugby –Building A game success, for all together
OUR VALUES
RESPECT INTEGRITY INCLUSIVITY FUN EXCELLENCE
Irish Rugby aspires to act in a responsible manner and show leadership throughout the game by empowering the rugby family to make informed decisions and demonstrate these behaviours in all rugby related activities. IRFU STRATEGIC PLAN 3 Irish Rugby: Building success, together
SPIRIT OF RUGBY
The Spirit of Rugby Charter sets out how the Irish Rugby family aspires to live its values through its actions in each aspect of the game from grassroots to professional rugby. The values and standards of all involved, from player, coach, volunteer to spectator are vital to the work and reputation of the game. Our values are our moral compass, on and off the pitch. IRFU STRATEGIC PLAN 4 Irish Rugby: Building success, together
SPIRIT OF RUGBY
RESPECT INTEGRITY INCLUSIVITY FUN EXCELLENCE
For all those involved Actions on and off Diversity of opinion and A passion for the Strive to be the best in the rugby family, the pitch that are culture means working game, on and off that we can be. the wider community open and transparent. together to be a vibrant, the pitch, rugby is a and self. respectful organisation. source of joy for all. There may be others We aspire to always who play better, make Gratitude to coaches, have the best interests Rugby is a sport of choice Everyone has an better decisions and officials, volunteers of the player and for all, it transcends equal right to learn, perform under pressure and other leaders in those involved in the barriers and differences play and administer better, but we complete the game. Discipline game, especially youth of race, gender, religion the game and should each task knowing that while playing the players, at heart. and sexual orientation. be respected for the we could not have done game. Respect for the In rugby we aspire Players that have a positive age and stage of more for ourselves, our physicality of the game to do the right thing life-long experience of the development that team, club or school; and commitment to and endeavour not game can remain within they are at; especially we are comfortable in the safety of the player to be bystanders. the Irish Rugby family youth players. the knowledge that we as paramount. throughout their lives, are doing our best. fulfilling roles that enable them to be the best version of themselves. IRFU STRATEGIC PLAN 5 Irish Rugby: Building success, together
Introduction 6 Our Vision And Mission 8 Funding The Game 9 Overview Of Our Strategy 10 Delivering Performance: Producing Winning Teams 11 High Performance Programme Core Principles Player Pathways Our Headline Targets Developing The Game: Delivering A Vibrant Club And School Network 22 Core Principles Our Headline Targets Rugby Development Programme Women In Rugby: Building A Strong Base To Grow The Women’s Game 28 Women’s Action Plan Core Principles Our Headline Targets Keeping Rugby At The Forefront Of Irish Communities 35 Strengthen Our Commercial Base 36 Prudent Financial Management 38 Right People, Right Place, Right Time – Living Our Core Values 39 IRFU STRATEGIC PLAN 6 Irish Rugby: Building success, together
INTRODUCTION 2018 2023
The Irish Rugby Football Union has long The result is the presentation of our fourth Strategic recognised the importance of planning Plan, covering the period 2018–2023, and aptly and accountability in its approach to titled: Irish Rugby: Building success, together. sustaining and developing the game of rugby across the island of Ireland. Circumstances and societal expectations The period of our previous Strategic Plan was The period of our are ever changing. The needs of, and one of significant success for Irish Rugby with opportunities for, our game reflect the standout achievements seeing our senior previous Strategic Plan these evolving conditions. It is against men’s team standing at No. 2 in the World, was one of significant the securing of a men’s grand slam and three this background that the IRFU, as the Six Nations Championship victories, across our success for Irish Rugby. governing body for rugby in Ireland, men’s and women’s teams. Our women’s team consulted with its various stakeholders qualified for the Women’s Rugby World Cup and relevant outside agencies, researched Semi-Final in 2014, while our U20s progressed to the 2016 World Rugby U20 Championship trends and considered the learnings from Final. These achievements were accompanied by previous strategic assessments in its historic wins over New Zealand for our women, quest for improvement. U20s and men’s teams and the development of strong teams across women’s and men’s Sevens. At provincial level, Connacht secured their first Guinness PRO 12 Championship and Leinster enjoyed success in the 2018 European Champions Cup and Guinness PRO14 Championship. IRFU STRATEGIC PLAN Introduction 7 Irish Rugby: Building success, together
2018 2023
Off the field, Ireland staged a hugely successful extremely narrow base from which every other In presenting this strategic plan we wish to Women’s Rugby World Cup in 2017 and the IRFU strand of the game must be funded. acknowledge the ongoing support of Sport Ireland lead the way in relation to player welfare issues and Sport Northern Ireland, whose funding has such as concussion education and awareness. Apart from the critical importance of success at allowed the Union and the Provinces to deliver the elite level, this strategic review correctly places critical participation programmes which are key The higher profile of rugby has resulted in an significant emphasis on a number of key strands, to achieving our goals. increase in participation, especially through identified by the IRFU as central to the future well- Age Grade and the use of modified formats. being of rugby in Ireland. We thank our clubs and volunteers for everything they do for rugby, and those who participated so All cause for optimism, but of course we recognise • Championing our core values of Respect, enthusiastically in the many facets of this strategic the many challenges the game faces and we have Integrity, Inclusivity, Fun, Excellence plan. Responsibility for developing this plan rests sought to address these in this Strategic Plan as • Delivering a vibrant club and school network with the Irish Rugby Football Union but its success part of our effort to ensure the game, over the is in the hands of the entire rugby family, from next five years and beyond, will be put on an even • Building a strong base from which to expand those performing at the pinnacle of the game to stronger footing for the generations to come. the women’s game those organising mini rugby on Sunday mornings and the vast army of passionate rugby people at The game continues to expand at every level • Keeping rugby at the forefront of communities every level in between. and central to this expansion is funding. Currently, across the island of Ireland our professional teams, at National and Provincial This Strategic Plan is about continuing to put • Strengthening our commercial base level, account for 93% of the game’s revenues, the steps in place to allow the diverse dreams of this some 80% is generated by the men’s • Continued prudent financial management of all within the Irish Rugby family turn to reality. international team. We invite you to share in this exciting odyssey of This stark statistic is reassuring and concerning challenge and opportunity for rugby in Ireland. in equal measure; the former as it recognises the phenomenal attraction of our senior international team to television rights holders, sponsors and supporters alike, while the latter highlights the IRFU STRATEGIC PLAN 8 Irish Rugby: Building success, together
OUR VISION OUR MISSION
To develop and grow the game through:
Irish Rugby: • Excellence in performance • Quality experiences Building success, • Effective engagement together • Great people • Strong leadership IRFU STRATEGIC PLAN 9 Irish Rugby: Building success, together
FUNDING THE GAME
Our professional teams at a Women’s 0.7% 0.5% Referees National and Provincial level Other 2.3% 2.5% Marketing Domestic/ 4% 8% Match & continue to be the financial Government ground costs engine of the game in Ireland, Provincial 13% 9% Overheads accounting for over 93% of our revenue base. 11% Elite player The Men’s International team generate development 80% of our income and only 12.5% of our expenditure. The surplus generated 14% Domestic through the Men’s International Team provides the investment income to support every strand of the game and its development. % International 80 16% International (Men & Women)
39% Provincial
Expenditure Legend Pro Game Administration INCOME EXPENDITURE Domestic Game IRFU STRATEGIC PLAN 10 Irish Rugby: Building success, together
OVERVIEW OF OUR STRATEGY Rugby: Our Core Business
Delivering Performance: Developing the Game: Women in Rugby: Producing winning Delivering a vibrant club Building a strong base to teams and school network grow the women’s game
SUPPORTING ENABLERS: ALLOWING US TO DELIVER OUR CORE BUSINESS
Keeping rugby Strengthening our Prudent financial Right people, at the forefront of commercial base management right time, right place Irish communities - living our core values IRFU STRATEGIC PLAN 11 Irish Rugby: Building success, together
DELIVERING PERFORMANCE: PRODUCING WINNING TEAMS IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 12 Irish Rugby: Building success, together
High Performance Programme
STRATEGIC LEADERSHIP TARGETED INVESTMENT
4
2 3 1
1. GAME DEVELOPMENT 2. PLAYER WELFARE 3. TALENT 4. PEOPLE High Performance to drive SYSTEM Nationally align coach Recruit and retain world leading alignment in game and Build on existing systems education with talent experts and ensure their retention competition development to fully nationalise player development and through provision of a quality programmes that will construct management through a identification throughout and supportive work environment talent pathways to feed the continuing investment in the pathway by further that includes the provision of top HP systems with particular staff development and sports investment in focused class professional development emphasis on Sevens rugby science best practice. research, quality systems in the areas of coaching, talent and the interface between the and expertise. and, development, athletic club and schools game and the performance, sports medicine professional game. and performance analytics. IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 13 Irish Rugby: Building success, together
High Performance Programme
SUSTAINABLE SYSTEMS
6
7 5
5. COMMUNICATION 6. DATA MANAGEMENT 7. FACILITIES Establish a cohesive and Establish a coordinated national Ensure that our High targeted communications performance data strategy Performance athletes/teams/ strategy that delivers through that integrates business, staff have access to world a designated department rugby, science and medicine class facilities in the High resource ongoing information to requirements in an efficient Performance Training Centre all stakeholders about what the manner that will help to inform located in Abbotstown that High Performance department all strategic decisions. allow optimum performance are delivering. outcomes. IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 14 Irish Rugby: Building success, together IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 15 Irish Rugby: Building success, together
Core Principles
Our vision is to drive a performance system that WINNING MENTALITY Our aim is to win at all times - creating winning teams and winning players delivers developmental and is central to why we exist – This should always be our primary focus. competitive excellence.
NO COMPROMISE We can only deliver our vision by adopting a truly high performing The standard of OK is not OK! – we will always strive for the highest culture, which means: standards possible in everything we do.
CHALLENGE We must always question if we are doing things as well as they can be done. We will robustly review on a continual basis every aspect of the performance programme – making the tough calls when they need to be made.
SHARED GOALS Everyone working within the performance programme will be aligned to common goals – we will adopt a ‘One Team’ mind-set working towards those goals – people will be made accountable with clear KPIs for delivery.
EXCELLENCE We will benchmark ourselves to the standard of best in the world. This will be grounded in fact, based on research. IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 16 Irish Rugby: Building success, together
Our Headline Targets: Men’s Rugby
XVs International team Provincial teams
2 1 3
World Cup 2 or more Consistently be Teams consistently 2 or more 2 or more semi-final or better Six Nations titles ranked in the top 3 in knockout stages European titles Pro 14 titles in 2019 and 2023 teams in the world of European Cup
7s Senior team Under 18
1–8 1 2 1 3 2
Qualify for Qualify for the Finish the World Finish in the top Finish top 2 in Tokyo Olympics World Rugby Rugby Sevens 3 consistently Europe consistently 2020 Sevens Series Series in top in Europe 8 consistently IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 17 Irish Rugby: Building success, together IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 18 Irish Rugby: Building success, together
Our Headline Targets: Women’s Rugby
XVs 7s
International team Senior team Under 18
1–6 1 2 1 3 2
Women’s Six Women’s Rugby Women’s Sevens Olympic Games World Rugby Under 18 Sevens Nations World Cup World Cup Sevens Sevens Series ------Consistent Top 2 Consistent WRWC21 2022 Qualification Tokyo Olympics Win two finish in Europe Top 3 finish and Qualification & Top 6 Finish Qualification tournaments win 1 Championship & Top 6 finish and consistent during the term top 6 finish of the plan IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 19 Irish Rugby: Building success, together
IRFU Player Pathway: Male Game
Our Community Children’s Rugby 6–12 CHILDREN’S RUGBY (U6–U12) Living the Rugby Club & Schools values of Respect, CLUB SCHOOLS Integrity, Inclusivity, • Aviva Mini Rugby • Aldi Play Rugby Fun and Excellence (U6, U8, U9, U10, U11, U12) • Tag Rugby • Inter-club Festivals • Rugby Prime • Aviva Provincial Festivals • Invitational Provincial Festivals 6–12 • Aviva National Festivals • Invitational National Festivals
Youth Rugby Representative 13–18 YOUTH RUGBY (U13–U18) Club & Schools Teams and Development Programmes CLUB SCHOOLS REPRESENTATIVE TEAMS &
Youth Leagues • Schools Rugby DEVELOPMENT PROGRAMMES (U13, U14, U15, U16, U17,U18) • Schools Cup Competition • Provincial Regional Development Squads (Junior/medallion & Senior Cup) • Provincial Talent • Emerging & Developing Identification Programmes Schools Competitions • Provincial U18 & U19 (Sevens & XVs) Representative Teams • National Talent Squad Programmes • National U18 Schools Clubs & U19 Teams 13–18 • National U18 Sevens team
Adult Rugby Representative Provincial Professional + (18+) Teams and Academy Teams 18 ADULT RUGBY Social, Club Development & Third Level Programmes SOCIAL GAME VARIANTS THIRD LEVEL PROVINCIAL ACADEMIES • Volkswagen Tag Rugby SSI College Leagues & Cups • Provincial Sub-Academy • Lucozade Sport (Sevens & XVs) & Academy Programmes Touch Rugby REPRESENTATIVE TEAMS & • Disability Rugby PROFESSIONAL TEAMS DEVELOPMENT PROGRAM • Ireland National Men’s Team CLUB • Ireland Club Representative Team • Ireland Sevens Team • • Ireland Students Representative All Ireland League (Div 1–5) • Connacht, Leinster, Munster Team • Provincial Leagues & Cups & Ulster Men’s Team + • U20 Provincial Leagues • Provincial U20 Squads 18 • Club Sevens Competitions • National U20 Team • Provincial ‘A’ Teams IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 20 Irish Rugby: Building success, together IRFU STRATEGIC PLAN Delivering Performance: Producing Winning Teams 21 Irish Rugby: Building success, together
IRFU Player Pathway: Female Game
Our Community Children’s Rugby 6–12 CHILDREN’S RUGBY (U6–U12) Living the rugby Club & Schools values of Respect, CLUB SCHOOLS
Integrity, Inclusivity, • Aviva Mini Rugby • Aldi Play Rugby Fun and Excellence (U8, U10, U12) • Tag Rugby • Inter-club Festivals • Rugby Prime • Aviva Provincial Festivals • Invitational Provincial Festivals • Aviva National Festivals • Invitational National Festivals 6–12
Youth Rugby Representative Teams 13–18 YOUTH RUGBY (U13–U18) Club & Schools and Development Programmes CLUB SCHOOLS REPRESENTATIVE TEAMS AND Youth Leagues & Festivals • Full Contact Rugby DEVELOPMENT PROGRAMMES (U14, U16, U18) (XRugby7s and Sevens) (XVS AND SEVENS)
• Non-contact rugby • Provincial Regional (Tag/Touch Introduction Development Squads to rugby programmes) • Provincial U18 Representative Team 13–18 • Ireland U18 Sevens Team + Adult Rugby Representative National 18 ADULT RUGBY (18+) Teams and Teams and Social, Club Development Development & Third Level SOCIAL GAME VARIANTS CLUB REPRESENTATIVE TEAMS & Programmes Programmes • Volkswagen Tag Rugby • All Ireland League & Cup DEVELOPMENT PROGRAM • Lucozade Sport • Provincial Leagues & Cups • Provincial Representative Team Touch Rugby • Club Sevens Competitions • Provincial TID Programmes • Disability Rugby THIRD LEVEL NATIONAL SQUADS + SSI College Leagues & Cups • Ireland National Women’s Team 18 (Sevens & XVs) • Ireland Women’s Sevens • U23 Emerging Talent Program (XVs and 7s) IRFU STRATEGIC PLAN 22 Irish Rugby: Building success, together
DEVELOPING THE GAME: DELIVERING A VIBRANT CLUB AND SCHOOL NETWORK IRFU STRATEGIC PLAN Developing The Game: Delivering A Vibrant Club And School Network 23 Irish Rugby: Building success, together
Core Principles
Our philosophy is to optimise We recognise that one of rugby’s principal challenges is to retain Age Grade players; and if such retention can be maximised, the game will grow. the quality of experience Players of all ages have a clear choice as to whether to participate in rugby provided for male and female or not. The strongest influence on the choice they make will be the quality age-grade rugby players. of the experience which they have within the game during their formative years. If the experience is positive, then they are likely to remain within the game; if negative, they will be lost from it.
Therefore, our priorities should be to build a system which provides the best sporting experience for young people in Ireland, and which gives them good reason to continue in rugby. In parallel the IRFU will work to establish competition formats across XVs and Sevens which will allow more players to transition to adult rugby and beyond. At the same time the IRFU will embark on a programme of facilities modernisation and development of a network of artificial pitches. The key drivers of this will be:
Ensuring age-grade Ensuring that clubs, Providing competition Building a structured Providing leadership coaches and teachers schools and other rugby formats for age-grade season plan which allows and governance have the technical, environments which live and adult players which players of all abilities to structures which organisational and our core values, are safe, fulfil their expressed participate in XVs and support these interactive skills to welcoming and fit for needs and expectations, Sevens pathways to principles provide an excellent purpose, in their physical, in terms of the nature and achieve their aspirations playing and recreational organisational and social frequency of competition, within the game experience infrastructures and the support structures provided IRFU STRATEGIC PLAN Developing The Game: Delivering A Vibrant Club And School Network 24 Irish Rugby: Building success, together
Our Headline Targets
1 2 CLUBS & PLAYERS TEAMS COACHES REFEREES SPIRIT VOLUNTEERS
210,000 1,900 90% 95% 80% 60% (i.e. increasing (i.e. increasing of teams branch competition of clubs ‘Green’ of clubs ‘Green’ on by 8% on by 11% on with accredited games refereed by on Health Check Spirit Programme current figures) current figures) coaches [U14 – branch referee Analysis Adult teams] 100% compliant on safe-guarding and anti-doping
2017/18 2017/18 2017/18 2017/18 2017/18 2017/18 194,000 1,706 78% 80% N/A N/A
1 Participants in rugby football across all formats. Goal is to maintain XVs participation 2 Teams in a branch competition, any format, playing 6+ games levels with increased numbers through modified formats across male and female players. (i.e. XVs, 7s, VW Tag etc.), male and female inclusive IRFU STRATEGIC PLAN Developing The Game: Delivering A Vibrant Club And School Network 25 Irish Rugby: Building success, together IRFU STRATEGIC PLAN Developing The Game: Delivering A Vibrant Club And School Network 26 Irish Rugby: Building success, together
Rugby Development Programme
PLACE
Place Ensuring quality places to play • Vibrant clubs and schools with the appropriate infrastructure Playing and facilities the game • Modernisation of clubs’ social, training and playing facilities AGE GRADE • Provide club volunteers with support required to create a quality FOCUS community club • Continued investment in databases and CRM systems to optimise Promotion & volunteer time in managing club activities Engagement • Development of a network of artificial pitches to allow rugby to be played in all weathers and available to the community People
PLAYING THE GAME A quality player experience • Competition formats which promote player development and our clubs within the community • Competition formats for age grade players which fulfil their needs in terms of nature and frequency of competition • Develop XRugby7s competitions for girls and boys in traditional and non-traditional rugby schools and 3rd level institutions • Continue to promote Aldi ‘Play Rugby’ as a primary school entry point, with emphasis on a quality experience and onward transition to clubs and secondary school competitions • Rejuvenate social rugby through the implementation of initiatives which allow players to play on their terms IRFU STRATEGIC PLAN Developing The Game: Delivering A Vibrant Club And School Network 27 Irish Rugby: Building success, together
Rugby Development Programme
PEOPLE
Place The best people creating a quality environment to play • Establish a culture of collaboration, learning and professional development Playing across all disciplines in Irish Rugby the game • Recruit, retain and develop volunteers and staff for Irish Rugby AGE GRADE • Utilise digital learning to support the development of coaches, FOCUS referees and volunteers • Provide a high-quality rugby experience for all through coaching Promotion & and refereeing education programmes Engagement • Promote and recognise our volunteers as the rugby-makers within our system People
PROMOTION & ENGAGEMENT Promoting a quality rugby and community experience • Expand the Spirit Programme to promote positive aspects of rugby (including values, health, teamwork, discipline, anti-doping, safeguarding etc.) • Promotion of rugby department initiatives to recognise the army of volunteers across the country who develop the game • Enhanced data capture and communication for non-traditional formats of the game to create a ‘value connection’ and promote pathways to the club game (i.e. Volkswagen Tag/Lucozade Sport Touch Fit/XRugby etc) IRFU STRATEGIC PLAN 28 Irish Rugby: Building success, together
WOMEN IN RUGBY: BUILDING A STRONG BASE TO GROW THE WOMEN’S GAME IRFU STRATEGIC PLAN Women In Rugby: Building A Strong Base To Grow The Women’s Game 29 Irish Rugby: Building success, together
Women in Rugby
Our five strategic priorities for women in rugby are:
1 2 3 4 5
PARTICIPATION THROUGH QUALITY EXPERIENCES EXCELLENCE IN EFFECTIVE GREAT STRONG UNDERPINNED BY OUR PERFORMANCE ENGAGEMENT PEOPLE LEADERSHIP CORE VALUES
Increase female participation Create a player Deliver communications Endeavour to have Improve governance for in all sectors through a development pathway which give out a clear, more women involved in the women’s and girls’ wide range of accessible for girls and systems consistent and compelling volunteering, coaching game, and an increased playing opportunities via a which support high- message around the vital and refereeing, with involvement for women structured XVs and Sevens quality outcomes in role of women and girls improved support for in the leadership of Irish competition season, defined representative rugby in Irish rugby including women’s and girls’ rugby rugby at all levels to player pathway and ‘give it including maintaining promotional campaigns on in each of these areas accelerate the growth a try’ opportunities to attract and developing a world these initiatives to increase to ensure we deliver and development of girls to the game at club, class performance participation our ambitious goals for female leaders across school and third-level, and programme, women in rugby the game support resources for those developing Under involved in the game 18 and Talent ID programmes across XVs and Sevens rugby
For more detailed information on the targets for the women’s game see the separate ‘Women’s Action Plan’ document. IRFU STRATEGIC PLAN Women In Rugby: Building A Strong Base To Grow The Women’s Game 30 Irish Rugby: Building success, together
Core Principles
To achieve our objectives for Women’s rugby we recognise the need to build from the base to create a sustainable model for the game. This will involve attracting more girls into playing the game and providing more opportunities to try the game. We will focus on building participation levels in schools through XRugby7s and Sevens and transition them into the club game across U14, 16 and 18.
We will support clubs to establish girls-only mini We will be a sport with equal rugby teams to increase participation. We will work opportunity and access for all with schools and 3rd level institutions to provide more opportunities for players to try rugby, in various formats. 20% or more of our players, coaches, referees, volunteers and committee We will seek to attract more volunteers (male and officials will be females female) to service all of the above and encourage more females to become involved. Increase the opportunities to play the game through a defined By bringing all of this together we can create and better service an improved player development pathway pathway and establishment of that will allow players to reach their full potential and competitions to reflect the needs increase the flow of players, at a higher skill level, and level of the players through to the national panels. This will create a platform for consistent long-term performance for our national teams in the XVs and Sevens game. IRFU STRATEGIC PLAN Women In Rugby: Building A Strong Base To Grow The Women’s Game 31 Irish Rugby: Building success, together IRFU STRATEGIC PLAN Women In Rugby: Building A Strong Base To Grow The Women’s Game 32 Irish Rugby: Building success, together
Our Headline Targets
5,000 300 150 6,500
Adult players Women’s/Girls’ teams Secondary schools Youth players (an increase on current (an increase on current engaged in girls’ rugby (an increase on the figure of 2,125) figure of 190) (an increase on current current figure of 2,500) figure of 87)
1,000 100 450 80
Female players in Clubs with girls’ Female coaches Female referees 3rd level competitions mini-rugby (an increase on current (an increase on current (an increase on (an increase on figure of 179) figure of 12) the current figure of 553) the current figure of 44)
PLUS: XVs and Sevens season calendar established with opportunities to play both IRFU STRATEGIC PLAN Women In Rugby: Building A Strong Base To Grow The Women’s Game 33 Irish Rugby: Building success, together
Our Headline Targets
Exploit the commercial Consistent identity, Communications opportunities presented voice and narrative programmes on women’s by the women’s rugby for all women’s rugby rugby initiatives programmes and initiatives
20%+ female representation on all IRFU committees
Equal opportunities regardless of gender, for selection to IRFU leadership training
30% females on IRFU National Youth Council IRFU STRATEGIC PLAN Women In Rugby: Building A Strong Base To Grow The Women’s Game 34 Irish Rugby: Building success, together IRFU STRATEGIC PLAN 35 Irish Rugby: Building success, together
KEEPING RUGBY AT THE FOREFRONT OF IRISH COMMUNITIES
We will achieve this by:
Positioning Irish Rugby Effectively positioning Irish Rugby in the minds of all stakeholders through an agreed brand strategy supported by an inspiring narrative and underpinned by our values
Leading the way in digital communications Rugby enjoys a prominent profile Leveraging our strong digital platforms to ensure Irish Rugby engages with within the Irish sporting and and communicates effectively with the global Irish Rugby audience cultural landscape. Both at home Promoting the values of the game and abroad Irish rugby has an Capitalise on the IRFU Spirit of Rugby programme and other initiatives to promote the strong and distinct values of the game and reinforce these increasing following and impact. We will continue to build and Maximising the profile of our events and teams Utilising our rugby events, teams and programmes — National, Provincial, Clubs develop this profile to ensure that and Schools — to create memorable occasions for all we keep rugby at the forefront of Promoting the best of Ireland Irish communities. By becoming synonymous with the game of rugby around the world, we can give the people of Ireland something to be proud of IRFU STRATEGIC PLAN 36 Irish Rugby: Building success, together
STRENGTHEN OUR COMMERCIAL BASE
Irish Rugby’s income needs to We will achieve this by: continue to grow to maintain the Further developing our rugby brands and developing a global platform level of investment required at all Undertaking a strategic review of our commercial model, core brands levels of the game. The primary and marketing communications strategy, and invest in their development sources of commercial revenue include to ensure that we have iconic brands to support our domestic and international growth plans broadcasting, commercial partnerships, match related revenues (ticketing, gate Growing and optimising our commercial revenue streams Broadening our commercial base nationally and internationally and aim receipts, hospitality etc.). to outperform commercial market growth rates in Irish sport. We will also aim to maximise game, event, and rugby programme activity to drive We must maintain and grow our commercial growth
commercial revenues, fan engagement Innovating to develop a commercial digital strategy and loyalty in an ever more challenging Identifying opportunities to leverage the strong digital footprint competitive environment. of Irish Rugby from a commercial perspective
Enhancing our fan engagement strategy Building on our understanding of rugby fans through market research and CRM tools. We will engage fans through compelling content and continue to explore ways to monetise our fan base through modern digital and media marketing practices IRFU STRATEGIC PLAN 37 Irish Rugby: Building success, together IRFU STRATEGIC PLAN 38 Irish Rugby: Building success, together
PRUDENT FINANCIAL MANAGEMENT
We will manage the business of rugby efficiently by:
Ensuring robust financial management is in place Continuing to maintain financial sustainability and integrity with prudent financial management, planning and practices
Operating with transparent oversight Maintaining transparent financial Whilst our revenues oversight across Irish Rugby continue to grow so too do Effective financial resource utilisation our costs. We must always Utilising our financial resources in an ensure that our finances efficient fashion
are managed in a prudent Building our infrastructure manner to safeguard the Investing in our physical and IT infrastructure future of the game. to support and further our administration and processes
As with planning across all aspects of Irish Rugby, the ability to deliver on proposed programmes will be subject to income fluctuations that may occur annually. In years where finances fall, investment will be adjusted accordingly. IRFU STRATEGIC PLAN 39 Irish Rugby: Building success, together
RIGHT PEOPLE, RIGHT PLACE, RIGHT TIME – LIVING OUR CORE VALUES
We rely on great people to help We will support our people by:
deliver our plans. Irish Rugby Supporting staff and volunteers to enable them to deliver cannot survive without the Providing the highest level of support, advice and service to all countless hours of volunteer our stakeholders by: input that support the game at • Embracing, recognising and celebrating the contribution every level. These volunteers volunteers make in supporting the game at all levels are supported by professional • Embedding robust people processes throughout the IRFU • Ensuring fit for purpose policies and procedures are staff across each aspect of our implemented organisation creating a rugby • Delivering effective HR services to staff and volunteers
‘workforce’ with the capacity to Championing player welfare meet our ambitions for the next Continuing to invest in research and promotional activity five years and beyond. around key player welfare issues such as player burnout, concussion, injury analysis and nutrition IRFU STRATEGIC PLAN 40 Irish Rugby: Building success, together
RIGHT PEOPLE, RIGHT PLACE, RIGHT TIME – LIVING OUR CORE VALUES
Developing a high performance organisational culture We will deliver learning and development solutions to enhance skills and promote a high-performance culture by:
• Embedding the Personal Review Process for all staff • Delivering a learning and development framework across the IRFU • Promoting our values and behaviours with staff and volunteers
Providing effective leadership at all levels of the game We will implement changes to Irish Rugby’s governance model in line with modern sports best practice to ensure that the IRFU and the provincial branches can lead the game effectively at national and provincial level
Introducing an organisational scorecard to hold ourselves accountable on an annual basis against our key rugby and strategic targets
Developing our new High Performance facility at the National Sports Campus