What must Prem Rugby CEO learn from his trip to US? Sweat the asset

Prem Rugby CEO Simon Massie-Taylor is set to travel to the United States in an effort to secure investment and sponsorship for the English game. This move highlights the league's ambition to expand beyond its traditional market in order to attract financial support. While having a major American insurance firm in Gallagher as a partner is a step in the right direction, finding a US bank partner and additional private investment in the league's 10 teams could provide a much-needed boost for a sport in desperate need of assistance.

Massie-Taylor, who previously held the position of commercial chief at the Rugby Football Union, will have the opportunity to observe how US sports commercialize, develop, and make the most of their assets during his trip. The NFL's investment fund, 32 Equity, serves as a prime example of how such a strategy can yield substantial results.

By late 2026, the fund had raised over $250 million and had stakes in companies like Fanatics and Genius Sports. Massie-Taylor should encourage Prem Rugby's owners to invest in firms that align with the league, such as catering companies, sports AI organizations, and kit/streetwear suppliers, which could ultimately benefit all parties involved.

US sports excel at turning their athletes into personal brands that extend beyond the field or court, and while Prem Rugby appears to be heading in that direction, it's crucial for the CEO to focus on getting players to invest in and build successful businesses as well. Encouraging players to have stakes in or ownership of successful enterprises, similar to how David Beckham leveraged his fame to secure a lucrative Adidas deal in 2003, could significantly boost the sport's commercial appeal.

Massie-Taylor must inspire his roster of players to expand their influence beyond the game, emphasizing that this involves more than just Henry Pollock gracing the cover of Men's Health or being named one of Tatler’s "hottest young eligibles."