The WRU has streamlined its executive team which will include a new chief growth officer tasked with driving commercial revenues.
The union’s chief executive Abi Tierney said her senior leadership team is being reduced from nine to five. As a result the chief executive, who has been in post for over a year, has confirmed that the union’s commercial and legal director, Rhodri Lewis, has left the business with the combined role being made redundant.
As well as a new growth officer, for which the recruitment process is under way by headhunting firm Odgers Berndston, the leadership team reporting into Ms Tierney will also consists of a chief operating officer, chief people officer, a director of professional rugby (which is also out for recruitment) and a director of the community game.
The WRU’s current people director, Lydia Stirling, becomes chief people officer, with added governance responsibilities.
The role of chief financial officer Leighton Davies also evolves, with him becoming chief operating officer. Mr Davies takes on added responsibility for all operational aspects of the business, including Principality Stadium, the WRU legal team and company secretary duties.
Following the departure of Nigel Walker as executive director of rugby in December, executive responsibilities for the professional and community games in Wales are currently split between interim performance director, Huw Bevan and the incumbent community director Geraint John.
The union plan to announce a new growth officer by the end of March and hope they will be able to take up the the post as quickly as possible.
Mr Lewis originally joined the WRU as head of legal affairs in 2010 and became the WRU’s group general counsel and company secretary in 2018. In 2021 he was appointed commercial and legal director and took on the extra responsibility for driving the commercial growth of the WRU.
Under his leadership, the WRU’s commercial team has increased commercial income by 26% from £14.5m in 2021/22 to £18.3m in 2023/24 and remains on track for further growth in the current financial year, including new commercial partnerships yet to be announced.
Ms Tierney said: “Rhodri has made a significant contribution across multiple facets of Welsh rugby encompassing the community, professional and international game and our people.
“We thank Rhodri for his significant commitment and contribution to the WRU and Welsh rugby and wish him every success for the future.”
The new chief growth officer will have oversight and leadership of key commercial negotiations and take an active role in managing broadcast partnerships and oversee business development, partner account management and marketing operations.
As well as bedding in a more a joined up approach to commercial revenue generation with the four regions - although a new five year funding and operational arrangement between the union and regions is still be finalised - they will look to strike a new naming rights deals for the Principality Stadium.
A ten year deal with Cardiff headquartered Principality Building Society came into effect in 2016, but with some extension due to the pandemic. The value of the deal was not disclosed, but is understood to have been £10m spread over a decade. If the union renegotiates a new deal with the mutual, or with a new sponsor, it will be hoping a for a significant uplift in value on the current deal.
Ms Tierney said: “The new chief growth officer will be expected to generate more income for the business, so that more money can be fed back into the game in Wales.”
“Alongside these growth objectives, we have started a cost saving and efficiency programme which seeks to improve our financial foundations as part of the ‘One Wales’ strategy.
“Being a more efficient business doesn’t mean you turn off investment and we are keen to invest in the right areas to improve our income generation for the benefit of Welsh rugby. This new streamlined executive structure gives us a more efficient and more targeted leadership team, as well as giving us the opportunity to bring world class capability into the organisation
“These will be the individuals and roles charged with enabling and implementing the new One Wales strategy, launched in headline form last summer.
“Together we will help Welsh rugby achieve the objectives set out in our strategy by allowing our talented and dedicated staff, and all those working in the best interests of rugby throughout the game in Wales, to reach their full potential.”
