Rugby Players Association (RPA) x First Five: Supporting Player Branding Isn’t Only About the Athlete
At First Five Marketing, I was proud to announce last month a powerful new partnership with the Rugby Players Association (RPA) — a collaboration designed to equip women’s rugby players with the knowledge, tools, and support to build impactful personal brands and unlock commercial opportunities, on their terms.
The RPA are partnering with experts to deliver a series of professional and personal development tools, I will help deliver webinars focused on brand building and sponsorship, tailored for the women's game.
But this partnership is about much more than a few sessions on logos and social media. It's about redefining the way we see athlete potential - not just for the athlete themselves, but for their clubs, communities, and the future of the game.
Because here’s the thing: building a strong personal brand isn’t just a “nice-to-have.” It’s a game-changer.
The New Era of Athlete Branding
Sport has changed. Fans connect with people, not just teams.
Sponsors are looking for more than match-day moments — they’re investing in values, storytelling, and visibility. And athletes? Many are waking up to the fact that their personal brand is one of the most valuable assets they’ll ever own.
But knowing what to do is one thing. Finding the time, energy, and clarity to actually do it while competing at the top level is another. That’s where First Five comes in.
I help athletes simplify their strategy, cut through the noise, and build brands that are purpose-led, partnership-ready, and built to last.
If you're a player wondering how to stand out, monetise your platform, or prepare for life after sport - the Athlete Brands page is a good place to start.
Why This Matters to Clubs and Rights Holders, Too
Let’s be clear: this isn't just about individual player success. When athletes grow their platforms in the right way, the ripple effect is massive.
Increased visibility for the sport.
Stronger emotional connection between fans and clubs.
More commercially attractive propositions for sponsors.
Better talent retention and post-career pathways.
Personal branding helps athletes become advocates, role models, and amplifiers for the game. It attracts new fans and future players. And in a sport like women’s rugby - where coverage and commercial attention still lag behind the quality on the pitch - these stories matter more than ever.
So whether you're a club or rights holder looking to better support your players, or a sponsor hoping to align with the athletes shaping the future, it’s time to see personal branding not as a threat to control but as a shared opportunity to grow the game.
The First Five x RPA Partnership: A Shared Vision
When the RPA approached us to support the development of women’s players off the field, the alignment was instant.
They recognised that building a meaningful brand goes beyond being good at Instagram. It’s about understanding identity, purpose, positioning and how to turn that into long-term value.
Together, we’ve discussed an offer that speaks directly to the real challenges players face:
"I know I should be doing more online… but I don’t know where to start."
"How do I attract sponsors without selling out or sounding cringe?"
"I want to build something that lasts beyond my playing days."
Over the coming months, players will get practical guidance, and an offer to provide 1:1 support opportunities - always rooted in empathy, simplicity, and clarity.
Building Bold, Purpose-Led Brands — Without the BS
At First Five, I don’t believe in marketing jargon or cookie-cutter templates. My whole philosophy is about helping people - athletes, brands, and teams - find clarity in the chaos.
I always start by asking the important (and sometimes hard) questions:
What do you stand for?
Who do you serve?
What makes you different?
Why should anyone care?
Then we help you build the foundation: purpose, positioning, messaging, partnerships. Whether you’re an individual athlete or a brand looking to engage one, our role is to make it all make sense.
Want to explore how we support brands in this space? Our Brand Teams page breaks it down.
What This Means for the Women’s Game
Women’s rugby is at a tipping point…
The talent, the energy, the stories - they’re all there. But visibility and commercial infrastructure haven’t kept pace. Too many players are left to figure it out alone, or get left behind entirely.
This partnership is about flipping the script.
I want to:
Empower players to own their narrative.
Unlock commercial pathways they can actually act on.
Make personal brand education part of the development process — not an afterthought.
Because every player deserves to be more than just a name on a team sheet.
They deserve to build something of their own.
For the Athletes Reading This…
You don’t have to wait for someone else to tell your story.
Whether you’re just starting to think about your brand, or already have a platform but want to take it to the next level — we’re here to help.
Head over to our Athlete Brands page for more on how we work, or just drop us a message.
For Clubs, Sponsors and the Industry
If you work in sport — especially with athletes — now’s the time to shift the mindset.
Support for player brand building doesn’t dilute your message. It strengthens it.
When players understand how to own their voice, everyone wins:
Clubs get more visible, connected players.
Sponsors get more engaged, authentic ambassadors.
Fans get closer to the athletes they love.
The game becomes more inclusive, visible, and vibrant.
We’re already working with teams, unions, and partners across sport to build practical, scalable support models. If you're curious how to bring this into your club or programme, check out our Clubs and Athlete Brands page or get in touch directly.
To every athlete, club, or brand reading this: now is the time to invest in personal brand strategy — not as an ego boost, but as a growth driver.
And if you’re serious about doing it right, I’d love to help.
The sport is changing. The game is growing. Let’s make sure the players grow with it.
