Sukh Sadhra [#54]: Selling Out the Premiership Rugby Final Two Years Running

On today’s episode, I’m joined by Sukh Sadhra, Head of Marketing
at Premiership Rugby - the top tier of English club rugby union
and home to some of the most iconic teams in the game.


Sukh’s background spans roles at Betfair, Sky, and
experience-tech company Pollen, where he led CRM and brand
communications, giving him a uniquely data-driven and fan-first
approach to sports marketing.


In this conversation, we unpack Sukh’s marketing philosophy, how
he’s repositioning Premiership Rugby for a new generation of
fans, and why the Final at Twickenham has become a sell-out event
two years running. We talk creativity, conversion, culture, and
what it takes to turn a rugby match into an unmissable
experience.





Timestamps


02:00 - Sukh’s Journey


08:00 - Data-Driven Marketing Strategies


18:00 - Collaboration with Clubs and Centralized Data


24:00 - Joint Marketing Efforts with RFU


28:00 - Building Player Profiles and Social Media Presence


32:00 - Selling the Final as a Premier Event


41:00 - Influencer Partnerships and Social Media


48:00 - Future Focus: Rebranding and Player Strategy





Additional Links


The Gallagher Premiership Final is officially SOLD-OUT!


Connect with Sukh on LinkedIn - Here


Connect with Andy on LinkedIn - Here