English rugby union’s Premiership Rugby competition has today announced the appointment of Kelly Cooke as its new commercial director.
Cooke joins immediately and will oversee the league’s commercial businesses with a view to expanding its partnership portfolio, bringing forward “commercial innovation” and growing overall revenue.
She will report directly to the Premiership’s chief growth officer Rob Calder who had temporarily taken on commercial duties following the departure of Mark Brittain at the end of the 2023-24 season.
Cooke, who has extensive experience in the rugby industry, now succeeds Brittain, who had been chief commercial officer since 2019.
Having most recently served as director of partnerships development at sports agency Wasserman, Cooke played a pivotal role in bringing in Qatar Airways as the title sponsor of the upcoming 2025 British & Irish Lions tour of Australia, as well as aiding South Africa's rugby union governing body in their own commercial development.
Prior to joining Wasserman, she was head of sponsorship at the United Rugby Championship and in the world of motorsport was global partnerships sales manager at the Formula E series.
Speaking on Cooke’s appointment, Premiership Rugby chief executive Simon Massie-Taylor stated: “Kelly has a proven track record of delivering commercial growth for rights holders and brings global experience to our team.
“Following important governance reforms, as well as a new and improved deal with the RFU [Rugby Football Union governing body], the league has never been more attractive for sponsorship and investment."
Cooke added: “Premiership Rugby is on an impressive journey of growth both on and off the pitch and I am delighted to join the league at such an exciting time.
“With the recent renewal of Gallagher as Premiership Rugby's title partner, the foundations are set to deliver commercial returns for our current partners as well as attract new ones to join the league.”
Cooke’s appointment directly follows the publication of the Rugby Finance Report 2024, a wide-ranging report published by financial support firm Leonard Curtis that outlines the uncertain future of the Premiership and its 10 teams.
The report found that in the 2023-24 season, no team turned a profit, and only three of the 10 could be classed as balance sheet solvent, meaning that without ownership underwriting losses, a majority of the league would be insolvent.
Although this is primarily a club problem, it presents a tough challenge for the league which needs to find new avenues to maximize revenue and create a sustainable sporting environment or risk financial collapse.
