WRU launches ‘smart’ transport solution

29 Oct 2018

By: Sport Industry Group

The Welsh Rugby Union (WRU) has teamed up with ‘smart transport’ company Zeelo to trial a new shuttle service for supporters with tickets for Under Armour Series matches at Principality Stadium.

The project will see Zeelo use data analytics to assess demand and send executive coaches on routes that currently have limited service, ensuring large numbers of fans, who may have previously faced transport challenges, a quick and seamless journey into the heart of Cardiff.

Five initial routes have been confirmed but more will be added all around Wales as supporters and rugby clubs register their interest in the service. No location will be considered too remote, provided the required demand is met, with all routes designed to be as direct as possible, minimising travel time.

A WRU spokesperson said: “We are always looking at ways to improve the Principality Stadium experience and to ensure as many people as possible around the country are able to enjoy international rugby and this latest initiative should help do just that.

“Our new partnership will be trialled at the Under Armour Series and 2019 Six Nations Championship and we expect it to evolve as supporters' feedback is gathered and new routes around the country are added.”

Barney Williams, co-founder of Zeelo added: “This new service will help ensure that Welsh rugby is more accessible than ever to fans across Wales, as it looks to support fans who currently have difficulty travelling to and from rugby internationals at Principality Stadium.

“We are proud to be working with the Welsh Rugby Union to help get as many fans as possible to the stadium in a direct, hassle free and sociable way.”

As part of the launch, each of Wales’ 320 member clubs will receive a unique booking code to distribute, which gives users a £2 discount on each journey and activates a £2 donation from the WRU to the club.

The first test of the new system will come with Wales’ Under Armour Series matches against Scotland, Australia, Tonga and South Africa in November. The trial is set to continue into the 2019 Six Nations Championship, when both England and Ireland are hosted at Principality Stadium.

Zeelo currently operates services for Premier League, Championship and Premiership Rugby clubs across the UK including services for Cardiff City FC and Swansea City fans.