THE Fiji Rugby Union (FRU) has engaged the services of global sports specialist Red Tiger Marketing to support and strengthen the organisation’s commercial strategies as it enters a new phase of global competition and long-term growth.
Red Tiger Marketing is a specialist sports growth consultancy and marketing agency headquartered in London, United Kingdom.
Co-founded by former Manchester United CEO Richard Arnold, the agency focuses on driving commercial performance and value growth for sports teams, leagues, and federations worldwide.
Since its establishment in late 2024, Red Tiger Marketing has secured contracts with several prominent international sporting bodies and leagues, including Scottish Rugby, the Commonwealth Games Federation for the 2026 Commonwealth Games, and Volleyball World, managing commercial growth and partnership strategies for 2026 and beyond.
Red Tiger Marketing will work closely with the FRU to develop structured commercial strategies focused on sponsorship acquisition, rights packaging, valuation, and long-term partnerships aligned across all men’s and women’s programmes.
This appointment comes at a pivotal moment, with Fiji now confirmed as a Tier 1 nation and set to compete in the inaugural Nations Champions starting in July.
The expanded international rugby calendar presents a significant opportunity to grow Fiji Rugby’s commercial footprint while continuing to captivate rugby fans worldwide with Fiji’s distinctive attacking flair.
FRU chairman John Sanday said:
“Fiji Rugby is entering one of the most exciting periods in history. Our teams are competing consistently at the highest level and there is growing interest in what Fijian rugby represents on and off the field. This partnership is about building the right commercial foundations to support our athletes, our communities and the future of the game in the country.”
FRU Director of Rugby Lailanie Burnes added that the mission of the partnership goes beyond the commercial aspects of the game:
“So, our mission is simply not just reflecting commercial growths but also to do it in a way that defines the values of Fiji rugby, and that includes our culture our distinctive style of play, and it is really essential that any commercial strategies align with our values,” she said.
Co-founder of Red Tiger Marketing Laurence Miller is highly optimistic about the partnership with Fiji Rugby said:
“Fiji Rugby is one of the most authentic and respected brands in world sport. There is a clear opportunity to build a commercial programme that reflects the unions values, protects its identity and creates a long-term value for both the sport and its partners.”
