ConsultancyCorporate EventsEvent ServicesRetail & MerchandisingSponsorship PromotionVenue Branding

In the Scrum with Worcester Valkyries

worcester valkyries

Worcester Valkyries are one of ten rugby union clubs that compete in the Tyrrells Premier 15s, the highest national league for elite women’s rugby in England. With its second team, the development squad, playing in the Tyrrells Development League, the club offers a strong and supportive base for both international and emerging talent.

Valkyries pride themselves on being a progressive, aspirational Club working with their players to maximise individual growth and development. Based at Sixways, also the base of the Worcester Warriors, all of Valkyries’ home games are hosted on the stadium’s state-of-the-art artificial grass pitch. In addition, access to the ground’s outstanding training facilities are also shared with the Warriors teams.

The Club has a long history of international success, with many players going on to represent their countries in World Cups and international tournaments, including the Six Nations. The 2018-19 season saw two players represent England, including captain Lark Davies and wing Lydia Thompson, four were chosen for the Welsh international squad and six players were represented in the England U20s.

After a couple of challenging seasons, this year’s Tyrrells Premier 15s league saw the team go from strength to strength with many close, hard-fought matches against formidable opponents. Ending on a high with back-to-back wins at the end of the season, the squad is showing great promise going into next year.

Cube Management’s Involvement

Cube has been appointed to manage the team’s commercial partnerships. This includes the development of innovative ways to engage partners and ensuring all parties optimise the opportunities and benefits that are on offer. As part of a holistic solution, we will also be working with the players themselves to create their own personal brands and to help them develop a commercial platform of their own.

Valkyries’ management team is working hard to put in place a great player welfare process which, alongside rugby training, strength and conditioning programmes and dietary advice, includes career support. This is where Cube’s commercial experience will help the players develop their own brand and values.

Our role includes undertaking a full commercial audit, evaluating current relationships and developing new and exciting partnership programmes. We will also manage these programmes to ensure partners receive the benefits agreed and, moreover, leverage the relationship to ensure they make the most of the activation and sponsorship opportunities. This should, ultimately, lead to a long and beneficial relationship with the Club, the team and its individual players.

Worcester Valkyries’ history

Worcester Ladies, as the team was formerly known, was established in 1993 and since then the Club has gone from strength to strength, being crowned Premiership champions for the first time in the 2012/13 season, and regularly finishing in the top four of the Women’s Premiership. In 2016, Worcester Ladies joined up with the Warriors and were renamed Worcester Valkyries.