The Rugby Football Union (RFU) has launched England Rugby Hospitality. After successfully securing planning permission for the redevelopment of Twickenham Stadium’s East Stand, the RFU has announced that England Rugby Hospitality will become the exclusive provider of official match day hospitality at Twickenham Stadium from autumn 2018. The new venture will also see Keith Prowse, the RFU’s long-standing official hospitality agent, become exclusive sales agent for England Rugby Hospitality.
The East Stand development will create an additional 11,600 square metres of space over six levels. The new hospitality areas will be distinctive in design. They will not only build on the stadium’s hospitality, but also diversify the hospitality offering to appeal to and attract new audiences.
Fans will be provided with a range of new hospitality options from informal dining experiences at The Gate, a chop house themed restaurant serving quality meats, paired with premium wines and real ale, to a more upmarket restaurant offering, The Lock, serving classic English food with a contemporary twist. The East Wing will consist of large lounge spaces with bars and a concierge service and have unique dual aspect views of the match pitch and terraces overlooking the London landscape. Finally the Rose Garden will be an authentic roof garden with a vibrant mix of live cooking and live music.
Steve Brown, chief executive of RFU, said: “We are excited about the prospects of owning, designing and delivering the only official match day hospitality offering at Twickenham Stadium from autumn 2018. England Rugby Hospitality will not only diversify our hospitality offering and create more choice, it will also transform fans’ match day hospitality experience. The new upgrade to the East Stand will create a quality, consistent offering to cater for a range of existing and new audiences. Through direct provision of official hospitality we will better understand our customers and also be in a position to generate additional revenue which will be invested directly back into rugby at all levels.”
England Rugby Hospitality will begin operating immediately alongside Twickenham’s official licensed operators, before becoming the exclusive hospitality provider from autumn 2018.
Following the appointment of Ansell Henry as ERH sales director, who joins from IMG as vice president and head of sales and membership services for Club Wembley, the RFU is now looking to recruit various roles including sales, finance, marketing and customer relationships management positions.