RFL appoints marketing guru

Date published: Monday, March 5, 2012

The RFL has strengthened its marketing operation with the appointment of Matt Lowery, a former Head of Marketing at Manchester City FC.

Lowery will head up the RFL’s Marketing Department, initially on a consultancy basis and joins the governing body as the sport enters an exciting period in its history with the first season of a new round of Super League licensing already underway and just 19 months before the 14-nation Rugby League World Cup kicks off.

His appointment has already been hailed as “insightful” by the Chief Executive of a Premier League football club and RFL Chief Executive Nigel Wood believes Lowery will play a valuable role in Rugby League achieving its ambitions of sustained commercial and popular growth.

“I’d like to welcome Matt to Rugby League and I speak on behalf of everyone at the RFL in saying that we are all looking forward to working with him,” said Wood.

“The next two years represent one of the most important periods in the sport’s history and it is imperative that we capitalise on all our rich potential.

“Standards within Super League continue to grow, the expansion of the Championships and the creation of a new summer-based integrated structure for the community game are hugely exciting developments and we have the once-in-a-generation opportunity that hosting the Rugby League World Cup in 2013 will bring.

“For all these reasons the RFL has to invest in the very best talent across all the business disciplines and we are delighted that someone with Matt’s credentials and undisputed track record in sports marketing has agreed to join us.

“Raising the visibility and profile of this great sport and its stars over the next few years is a major priority and we feel sure Matt will make a vital contribution in helping us achieve that objective.”

Lowery said he was delighted to be joining the RFL at such an important and exciting time.

“This is a fantastic opportunity for me and I’m looking forward to utilising my experience as a marketeer in a sport which I’ve admired for some considerable time,” said Lowery.

“The Rugby League World Cup 2013 is a real game changer which can make a huge difference to the sport, both in the UK and across the world.

“The work we did in marketing and communications during my time at Manchester City helped transform them into one of the biggest football clubs in the world and I have no doubts that those same solid principles can achieve a similar result in Rugby League.”

Robert Elstone, the former Castleford Tigers director who is now Chief Executive at Everton FC, commended the governing body on the appointment.

“Building fan bases and filling stadia is a challenging task that requires intellect, creativity and hard work and having seen the work that Matt has done and spoken to people who’ve worked with him, I’m sure he has the experience and qualities to succeed,” said Elstone.

“I expect him to make a big impact in Rugby League and of course, I wish him every success”

Lowery will be based at the RFL’s offices at MediaCityUK in Salford and starts his new role today (Monday March 5).