The Gallagher Premiership will be rebranded as the Gallagher Prem from next season.
The name change is part of a campaign to attract new audiences to the competition, with the primary focus on promoting the intensity, physicality, athleticism and rivalry of England’s top flight.
Premiership Rugby, which will become Prem Rugby, is also investing “significant money” in generating player content to publicise the stories of the league’s next generation of talent.
A promotional video for the relaunch, which is backed by broadcast partner TNT Sports, is due to be screened at Allianz Stadium Twickenham during Saturday’s Premiership final between Bath and Leicester.
The new name – and branding, including an orange, white and blue logo – will be officially introduced on Wednesday, July 23 when next season’s fixtures are announced.
Premiership Rugby’s chief growth officer Rob Calder, who was previously a commercial director for cricket competition The Hundred, has been working on the rebrand since his appointment in October 2022.
Its unveiling comes amid the potential threat of a prospective new breakaway league, branded R360, which hopes to attract the sport’s biggest stars.
“We’re going to talk how the fans talk: we as a business will be Prem Rugby but the league will be the Gallagher Prem,” Calder said of the name change.
“Our focus moving forward is going to be on the intensity, the physicality and the extreme athleticism of rugby, as well as the rawness and the grit of our league.
“We’ve got a clear strategy and we’re building something bigger. It’s about selling what makes this thing unique and something which resonates with the broadest audiences.
“This competition is flourishing, so we want to hold on to that, but we also want to look forward.”
