Bath Rugby has just won its first Gallagher PREM title in 29 years, but its ambitions for the future are even higher – to inspire the next generation of players and supporters. Through its NextGen Club Membership, the club is building deeper connections with young fans while supporting its community clubs and driving new ticketing opportunities.
At the heart of the membership is a desire to widen access to the game. Covering a vast catchment area across the South and South-West, the club, working with the RFU and Bath Rugby’s Academy, has brought 13 community clubs into the NextGen fold. The membership offers four core NextGen products hosted at the respective community clubs, which aim to attract new players, develop and inspire future stars, provide memorable rugby camp experiences, and upskill volunteer grassroots coaches. These products are advertised and sold through Ticketmaster’s user-friendly Universe booking platform.
NextGen Club Building Fandom
Building on these rugby experiences, the priority is clear: make matchday memories that spark lifelong fandom. Ticketmaster Sport’s platform plays a key role in this, with the use of magic links ensuring seamless access to cost-effective tickets for members and their families. Each partner club benefits from cashback on ticket sales, creating a positive cycle of community engagement and new fans.
The results are above and beyond Bath Rugby’s expectations. In Bath’s recent PREM Rugby Cup fixture against Exeter Chiefs, a remarkable 15% of the tickets sold came through the NextGen member clubs. This, together with a £1 price for all juniors, resulted in 30% of the crowd being under 18. The upcoming Gallagher PREM Rugby match against Sale Sharks includes a 50% ticket discount to maximise take-up. These initiatives not only fill the stands but also generate crucial energy and atmosphere at The Rec.
“The NextGen Club Membership has made an excellent start with our rugby events selling out, a new and young audience experiencing the excitement of matchdays at The Rec, and much needed funds generated for the member community clubs through our cashback initiatives.”
Tom Monks, Bath Rugby, on winning younger fans through the NextGen Club Membership.
Bath Rugby’s NextGen Club Membership is proof that when clubs, governing bodies, and technology partners work hand in hand, the benefits go far beyond matchday. By investing in the next generation, Bath is ensuring its fanbase continues to grow, and the roar of The Rec will echo for years to come.
