Grassroots rugby is the heart and soul of the sport but it doesn’t always get the recognition it deserves. The National Rugby Awards (NRAs) were created to change that by celebrating the unsung heroes of rugby and putting them on the biggest stage in the game: Twickenham Stadium.
But to truly elevate the event, the NRAs needed more than just an awards night. They needed media coverage, bigger engagement and a way to turn one evening into a year-round movement.
That’s where Nifty stepped in. In just 12 weeks, we transformed the National Rugby Awards from a single event into a full-scale campaign that delivered record-breaking media coverage, a massive engagement boost and major sponsorship interest.
THE PROBLEM:
As a prestigious event that lacked visibility, the NRAs were a huge opportunity for the grassroots rugby community but the event wasn’t getting the recognition or reach it deserved.
🚫 Low awareness outside of rugby circles – Needed national media coverage.
🚫 Engagement limited to the event itself – No year-round conversation.
🚫 Limited social media traction – Needed bigger participation and fan-driven excitement.
🚫 No structured content plan – Meaning less impact before and after the event.
The goal was simple – get more people talking about grassroots rugby and make the NRAs the biggest awards night in the sport.
THE SOLUTION:
A 360° media and engagement strategy. We turned the NRAs from a one-night event into a movement, creating a plan that kept rugby fans, clubs,and the media engaged long before and after the awards.
🔥 High-impact PR campaign – Secured coverage in The Times, BBC and major rugby platforms, ensuring national exposure beyond the rugby world.
🔥 Biggest sponsor in the game – We implemented and activated Guinness’ sponsorship for the Guinness National Rugby Awards.
🔥 Full-scale social media strategy – Engaged fans, nominees and rugby clubs before, during, and after the event before building a year-round conversation.
🔥 Content-driven storytelling – Highlighted the real people behind grassroots rugby, creating more shareable and engaging narratives.
🔥 Strategic influencer partnerships – Engaged rugby legends and key voices to increase visibility and credibility.
🔥 Stronger sponsor proposition – Created structured digital marketing plans that added value for sponsors beyond event branding.
The focus? Making the NRAs unmissable – for the media, for fans and for the brands that could help take the event even further.
THE RESULTS:
Record-breaking coverage and engagement. People not only knew about the awards, the wanted to come to, which allowed the organisers to create a separate lunchtime event.
🚀 National media coverage in The Times, BBC & top rugby platforms
🚀 Social media engagement up by 1236%.
🚀 Nominee participation at an all-time high.
🚀 Significant increase in sponsorship interest for the next event.
🚀 Open discussions with the RFU to make it an official event and RFU-backed roadshow.
The National Rugby Awards weren’t just an awards night anymore, they were a major rugby moment that celebrated the game’s grassroots like never before.
This is how you make an event a movement. Big ideas. Bigger execution. Unstoppable impact.
"Nifty took the NRAs to the next level. Their campaign didn’t just promote the event—it built a community around it, making sure grassroots rugby got the spotlight it deserved."
National Rugby Awards
