Sports creative agency Dark Horses has created a brand identity to drive the launch, and boost ticket sales, for RugbyX.
Set to stage its inaugural event at The O2 in London on October 29th, RugbyX has been designed as a short form version of rugby union.
Sanctioned by the sport’s world governing body, World Rugby, RugbyX is a faster and more intense format of rugby, with five players per team and simplified rules.
London-based Dark Horses, shortlisted at the BT Sport Industry Awards 2019 for Young Agency of the Year in association with Getty Images, has created the strategic positioning for the new format, as well as its visual identity, look, tone and feel to drive buzz and awareness.
Dark Horses Founder, Simon Dent, said: “The complexity, scale of numbers needed, tactics and equipment has often meant that many potential players, often from lower socio-economic backgrounds, have felt precluded from the sport.
“Rugby X is a chance to let them feel included. It’s tremendously exciting launching a new sport that has ambitions to grow internationally. If we can say we’ve had an influence in growing the game of rugby in grass roots, we’ll be delighted.”