Twickenham Stadium (RFU) Case Study


In 2014, The Rugby Football Union (RFU) needed to maximise the financial performance of Twickenham Stadium, the premium rugby venue and home stadium for the England national rugby team. They consulted Legends International to improve its ticketing pricing structure, hospitality offerings and both general and premium seat experiences that were falling below fan expectations.


The Legends International team conducted a comprehensive review of the ticketing and premium/hospitality strategy at Twickenham. Through numerous stakeholder interviews, in-depth surveys with over 20 different stadium user groups, and analysis of existing consumer behaviour, they developed a new ticketing strategy that optimised the ticket and hospitality hierarchy for all channels. The team also reviewed existing legal and constitutional constraints in order to provide the RFU with a long-term strategy that delivered the highest return from both a revenue and brand perspective, while also remaining true to the traditions and ethos of rugby union.


Based on the analyses and recommendations of Legends International, the RFU has begun:

  • A £65M enhancement to the stadium that will include six levels of VIP seating areas accommodating an additional 4,500 VIP customers and 2,200 premium debenture holders

Following the initial scope of work, the RFU re-engaged Legends International to drive the implementation stage and help steer their future success.

See also: Feasibility