Legends Rugby was started by four former players, including ex-England international Leon Lloyd, with ambassadors including ex-England and British Lions star Martin Johnson. It supports Restart charity, which helps professional players forced to retire due to serious injury or illness.
Led by Madhouse’s co-founder Peter Craven, the agency’s brief included brand creation, website build, logo deign, viral activity and merchandise design.
The group will kick off on July 13th with the Legends Rugby Festival at Wimbledon RFC, an event expected to attract up to 5,000 supporters.
Peter Craven, joint partner of Madhouse Associates, said: “Being a huge rugby fan myself and having worked on promotional activity for the RFY the brief from Rugby legends was exciting, especially as we were to act as an integral part of the brand’s marketing team from the very early stages.
“Following website completion this and the core branding provided, Madhouse will now look forward to working with Legends Rugby Festival on further projects such as filming the upcoming Legends Rugby Festival in July.”
Ian Dawson, from Rugby Legends, said: “Rugby Legends has exposed a gap in the market for rugby veterans and fans of rugby, to come together and celebrate the UK’s rich history within the sport. The festival at Wimbledon FC in July will be like no other festival in that it’s rugby union-specific – with a host of tournaments taking place on the day and ex-players and players currently playing in the Premiership attending.
“We’ve already had an overwhelming demand for sponsorship from brands and businesses, with many realising the invaluable opportunity to target a certain group of people – predominantly 35 plus male rugby union fans and buy into this with shirt sponsorship, sponsoring and attending dinners or long lunches with old players etc.”