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The WRU is grappling with significant financial challenges, including an annual deficit of £15 million and a £24 million debt, largely attributed to the impacts of Covid. To address this, the WRU has launched a transformation programme targeting £5 million in annual savings and efficiencies. These savings will primarily come from running the business more effectively, with a focus on core activities, rather than solely reducing headcount.
However, the restructuring will result in fewer than 20 job losses, with the WRU committing to a consultation process to support affected staff. Chief Executive Abi Tierney emphasized, “We will make sure we look after those people affected by these changes and do everything possible to ensure their well-being and welfare during our consultation process.”
The WRU also regrets past decisions to sell shares of United Rugby Championship (URC) and Six Nations media rights, which have compounded financial difficulties. To achieve sustainability, the union is exploring debt restructuring and alternative funding models to support investment in rugby.
Strengthening Clubs and National Teams
The ‘One Wales’ strategy places success on the pitch at its core, recognizing that victories drive ticket sales, sponsorships, and funding for the broader game. The WRU aims for both men’s and women’s national teams to be consistently ranked in the world’s top five by 2029, targeting semi-final places at the 2027 Men’s World Cup and the 2029 Women’s World Cup. Currently, the men’s and women’s teams rank 10th and eighth, respectively, after finishing bottom of their Six Nations tables in 2024.
To achieve these ambitious targets, the WRU has introduced a restructured performance department to align international teams, professional clubs, and player pathways for both men’s and women’s games. A key initiative is the creation of a ‘Centre of Excellence’ (COE), comprising experts in medical, strength and conditioning, nutrition, analysis, and coaching, to collaborate with the four professional clubs—Cardiff, Dragons RFC, Ospreys, and Scarlets—to instill best practices.
The WRU has also assumed control of Cardiff Rugby after its brief administration in April 2025, underscoring its critical role in the player pathway and the ‘One Wales’ strategy. The union is actively seeking investors to restore Cardiff to the “top table of club rugby.”
The new Professional Rugby Agreement for 2025 (PRA25) will provide increased fixed funding and foster collaboration across the rugby ecosystem, ensuring financial stability for the four professional clubs until 2030. The agreement includes a ‘shared services’ model to create efficiencies with suppliers and pool resources for income generation, alongside minimum operating standards. This deal will enable squad growth, talent retention, repatriation of players, and high-quality overseas signings.
The WRU is also enhancing player pathways through new academy licenses at professional club level, raising standards in the Super Rygbi Cymru competition, and increasing collaboration with national coaches who will stage skills clinics for emerging talent. National team coaches, when not on international duty, will be deployed across the professional game and pathways to optimize resources.
Fostering Growth and Inclusion
The WRU is committed to fostering a thriving community game, recognizing amateur clubs as the “lifeblood” of Welsh rugby. The current ‘Hub Officer’ programme, co-funded by schools, will be discontinued, freeing educational establishments to reallocate their investment. Instead, the WRU will introduce a restructured programme with increased officers to ensure 100% coverage of community clubs and schools across Wales, each with a named contact for consistent support.
A revolutionary club funding model is being rolled out to reward off-field success, such as community engagement and governance, alongside on-field performance. As a result of identified efficiencies, the WRU plans to increase funding for community clubs over the next four years.
The strategy also emphasizes equitable investment in the men’s and women’s community games, responding to the 2023 Rafferty review’s call for better support for women’s and girls’ rugby, which it found was “not properly supported or developed.”
Women’s Rugby Progress
The WRU is prioritizing the women’s game, with Belinda Moore appointed as Head of Women’s Rugby and Sean Lynn returning as a high-profile coach after winning three Premiership Women’s Rugby titles in England. The strategy seeks to coax Welsh stars back from England’s Premiership to participate in a “compelling competition offering for elite Welsh players.”
The women’s national team, which finished bottom of the 2024 Six Nations, is a focal point for improvement, with the WRU targeting a top-five world ranking and a 2029 World Cup semi-final. Enhanced player pathways and increased playing opportunities, supported by a new framework for talent tracking and retention, will drive this progress.
Leadership and Cultural Transformation
The WRU is undergoing a leadership overhaul to support its transformation. Recent appointments include a Chief People Officer, an Executive Director of Community, and plans for a Chief Growth Officer and Executive Director of Elite Performance. These changes aim to make the WRU the “employer of choice” in Wales, addressing the damning findings of the 2023 Rafferty review, which described the organization as “unforgiving, even vindictive” for some employees.
The review also highlighted a WRU culture that was sexist, misogynistic, racist, and homophobic, prompting significant governance reforms. Tierney acknowledged the need for change, stating, “We are the smallest Tier One rugby nation, but we believe we can deliver this strategy because of the passion of our supporters, because rugby matters more in Wales.”
Goals and Public Engagement
The WRU’s ‘One Wales’ strategy is built on four pillars: developing inspiring clubs and national teams, fostering a sustainable community game, accelerating the women’s and girls’ game, and growing Welsh rugby’s audience. By 2029, the WRU aims to achieve:
- National teams consistently ranked in the world’s top five.
- Club teams challenging in the play-offs of the URC and Celtic Challenge.
- Retention and growth of active participants.
- Financial sustainability at all levels.
- Increased positivity among the Welsh public toward the game.
To engage fans and stakeholders, the WRU is launching a ‘big conversation’ to allow the public to help shape its plans. This initiative reflects the strategy’s emphasis on unity, as Tierney noted, “The strength of the game in Wales will be in our unity and this significant road map embodies the voices of everyone associated with the game.”
Challenges and Recent Struggles
Welsh rugby has faced a torrid period, both on and off the pitch. The men’s team, coached by Warren Gatland, suffered a seventh consecutive loss against South Africa in June 2024, marking Gatland’s worst run as head coach. The women’s team and three of the four professional clubs—Cardiff, Dragons, Ospreys, and Scarlets—also struggled, with the latter finishing in the bottom five of the URC.
Financially, the four regions face a £35 million funding gap over the next five years, with each requiring an additional £2 million annually to be competitive. Funding for the 2024-25 season has been slashed to £4.5 million per team, down from a £2 million cut the previous season. Tierney acknowledged the severity of the situation, stating, “We are spending too much money and we can’t survive with the way we are going now.”
The WRU’s reputation was further tarnished by a BBC Wales investigation into allegations of sexual misconduct, leading to an independent review that exposed deep cultural flaws. These challenges underscore the urgency of the ‘One Wales’ strategy.
The Road Ahead
The WRU’s ‘One Wales’ strategy is a bold attempt to reverse Welsh rugby’s fortunes by 2030. As Tierney declared, “2025 will be the moment we remember Welsh rugby completed its transformation into a fully functional, fit-for-purpose, professional organisation.” By addressing financial instability, enhancing the professional and community games, and prioritizing cultural reform, the WRU aims to restore pride and competitiveness to Welsh rugby.
The strategy’s success hinges on unity, as Tierney emphasized: “We have created something that we can all be really proud of, something which will see us rise sustainably to new heights by 2029.” With a clear roadmap and a commitment to inclusivity, the WRU is poised to lead Welsh rugby into a brighter future, provided it can navigate the challenges ahead.
