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Worlds Apart But Sharing The Passion For Sports

Boroughmuir Rugby visit Singapore to exchange ideas on sports development

23 September 2014
Boroughmuir Rugby and Singapore Rugby



On a recent short trip back to New Zealand, I was invited by a former school friend, Simon Etheredge, who is now developing the game of rugby in Singapore, to come and discuss ideas on the changing nature of sports and how effective business management can be adopted even at the club level to help clubs become more sustainable.

Meeting at the Singapore Cricket Club, founded in 1852 with 13 different sports to choose from, the SCC is a professional operation, providing both sporting excellence and social comfort to its members.

So what could BR&CSC share, in terms of sustainability to a club that was well supported and funded? Well, surprisingly more than I had expected. Since coming onto the Board 2 years ago, one of my key deliverables was to build the existing and established brand of Boroughmuir Rugby and take it further afield through out the rugby communities of the world.

As such we now have regular and growing markets in the Middle East, South America and of course, Asia. Our simple but effective communication strategy allows us to communicate with a cross section of new and existing supporters across different age brands.

I was able to share some of Boroughmuir Rugby’s communication formulas on how tri-way interaction between the club, supporters and sponsors has seen us grow at a faster rate than any other top tier rugby club in the country.

As a growing sport in Singapore, rugby is in consistent competition with other activities and with Singapore applying to host one of the new expanded Super 18 Rugby Teams in 2016, the drive to build interest and momentum behind the great game is ever more important.

Like any good rugby meeting between international clubs, the offer to exchange players was agreed and we hope a new exchange programme can be established in the near future.

Justin Tito - Director of Marketing & Communications

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