About

Established in 2015, Rugby International Marketing (RIM) is the for-profit commercial arm of USA Rugby, tasked with monetizing the federation’s commercial rights and developing new revenue streams to fund the growth of the game in America. RIM is majority-owned by USA Rugby, but structured to attract inward investment from strategic partners.

The mission of Rugby International Marketing is to provide attractive financial returns to USA Rugby and its minority shareholders by utilizing third party capital in an entrepreneurially driven, for-profit company that leverages the commercial opportunities available to USA Rugby.

USA Rugby Corporate Structure and Ownership

  • Although a subsidiary of USA Rugby, RIM functions as a distinct for-profit LLC
  • RIM ownership includes:
    • USA Rugby as the majority owner
    • Outside investors granted ownership interest in exchange for investment capital
  • The Rugby Channel is a subsidiary of RIM and has outside investors of its own

Scope of Operations

  • Sponsorship sales for USA Rugby and affiliated properties
  • International event marketing and management
  • Event sanctioning
  • Merchandise licensing
  • Travel and hospitality
  • Commercial arrangements for Rugby World Cup Sevens 2018 (San Francisco)
  • Broadcast production and distribution
  • The Rugby Channel OTT platform, launched April 2016 (therugbychannel.tv)

Corporate Partners

USA Rugby would not have today's membership growth or global performance momentum without the important support of sponsors. We take great pride in the ample support they give to our organization, on and off the field, and encourage all of our members and fans to help us return the partnership.

A special thanks to our sponsors for their extraordinary contributions to USA Rugby: Emirates, UL, Adidas, AIG, Crabbies, San Francisco Travel, Blass Wine, Thorne, World Rugby Shop, Gatorade, KT Tape and Gilbert.

For USA Rugby sponsorship information and opportunities, please contact Melissa Brennan, VP of Corporate Partnerships.

Presenting Partner


Premier Partners


Signature Partners


Suppliers

Event Schedule

Feb. 2018
Americas Rugby Championship
May 2018
Spring College 15s Championships
Spring College Sevens Championships
June 2018
USA Men's Eagles v TBD (3 games)
USA Women's Eagles v. TBD
Club 15s National Championships
July 2018
Rugby World Cup Sevens (San Francisco)
Aug. 2018
Club Sevens National Championship
Nov. 2018
Men's Eagles v TBD

The Rugby Channel

Connecting the rugby community

Featuring live and on-demand coverage of the USA Men's and Women's Eagles, England RFU, Guinness Pro14, Anglo-Welsh Cup, Americas Rugby Championship, Club & College Rugby Championships, Women's Premiere League, home internationals and more.


Highlights:

  • Available via mobile-optimized website, native smartphone and connected device apps
  • On-demand access to classic matches from archives of USA Rugby, Rugby World Cup and the RFU

Free Content includes:

  • Short-form video with match highlights
  • Interviews
  • News bulletins

Key Achievements

June 2015: Formation of Rugby International Marketing

September 2015: Investment from England’s Rugby Football Union

February 2016: Launch of inaugural Americas Rugby Championship tournament

April 2016: Launch of The Rugby Channel

August 2016: Investment and commercial sales arrangement with CSM Sport & Entertainment

September 2016: Investment from five individuals and families who are long-standing supporters of USA Rugby

November 2016: Inaugural RIM Partnership Summit at The Rugby Weekend

February 2017: Investment from Harlequin Football Club

July 2017: Launch of ticket sales for Rugby World Cup Sevens 2018

Leadership

Board Members

NameAbout
chad-keckChad KeckMr. Keck is USA Rugby board member representative. He works as a Vice Chairman of Needham & Company, an investment banking firm.
peter-secciaPeter SecciaMr. Seccia is a USA Rugby board member representative. He is a retired Managing Director of Goldman Sachs.
brian-mclenahanPam KosankeMrs. Kosanke is a board member representative for Rugby International Marketing. In addition to being a former athlete and Captain to the US Women's National Sevens and Fifteens teams, Mrs. Kosanke currently serves as CMO with Renters Warehouse.
usa-rugby-digital-shieldStephen BrownMr. Brown is a representative of The Rugby Football Union, where he serves as its Chief Executive Officer.
usa-rugby-digital-shieldMatthew VandrauMr. Vandrau is a representative of CSM Sport & Entertainment, where he is Group Chief Executive Officer.

Executives

NameTitleEmail
usa-rugby-digital-shieldDavid SternbergChief Executive Officerdsternberg@rugbyinternationalmarketing.com
usa-rugby-digital-shieldMelissa BrennanVP, Corporate Partnershipsmbrennan@usarugby.org
usa-rugby-digital-shieldKellie CavalierDirector, International Eventskcavalier@usarugby.org
usa-rugby-digital-shieldEd DerseManaging Director, The Rugby Channelederse@therugbychannel.tv
usa-rugby-digital-shieldRosie SpauldingGeneral Manager, Rugby World Cup Sevens 2018rosie.spaulding@rwcsevens2018.com

FAQs

  • Why was it necessary to create RIM?

    The board of USA Rugby concluded that a for-profit entity with third-party capital could grow commercial activities faster and more completely than USA Rugby alone. For example, with the investment from Rugby Football Union, RIM was able to invest nearly $500,000 in development of The Rugby Channel at a time when such development resources were not available to USA Rugby.

  • What are the ways in which USA Rugby benefits from the activities of RIM?
    • RIM pays USA Rugby a license fee according to the following schedule: $1,016,121 in 2016; $1,251,121 in 2017; $1,801,121 in 2018; and $1,077,301 in 2019.
      • Fees for 2020-25 will be based on first renegotiation; fees for 2025-30 based on second renegotiation
    • RIM is committed to distributing excess capital to its shareholders, at which point significant positive cash flow is realized. Current plans envision sustainable positive cash flow beginning in 2018.
    • RIM has allowed USA Rugby to strengthen its balance sheet through third-party validation of the business activities of RIM.
  • What is RIM’s investment strategy?

    RIM intends to invest capital resources in facilities, technology and personnel deemed instrumental to growing the business and profitability of RIM. RIM may use its capital to acquire licenses, tools and products. It may acquire other related businesses, although no such acquisition has been given serious consideration to date. RIM has invested considerable resources in the development of The Rugby Channel, its subscription-based digital media platform.

  • Who can invest in RIM?

    USA Rugby and the RIM board determine who can invest in RIM. To date investment has been limited to those parties in some way affiliated with USA Rugby and strategic parties (corporate, institutional or organizational) who can provide strategic value to RIM as a Shareholder/Partner. RIM’s board members and employees have not invested in RIM, although the Board has not placed a specific restriction against their investing.

  • Who are the investment partners in RIM to date?

    In mid-2015 England’s Rugby Football Union became the first outside investor in RIM with the purchase of a minority interest. In August of 2016, CSM Sport and Entertainment, a global leader in sports marketing, became a minority investor and the exclusive commercial sales agent for RIM. These strategic investors were joined in October of 2016 by five individuals and families with a long-standing relationship with USA Rugby and the rugby community. In February 2017, Harlequin Football Club invested in both RIM and The Rugby Channel. After these financings, USA Rugby continues to own a substantial majority of RIM’s membership units and has the right to nominate three members to the five-member board. Each of RFU and CSM has the right to nominate one member each to the RIM board.

  • Who is Rugby Football Union?

    The Rugby Football Union is the national governing body for grassroots and elite rugby in England, like USA Rugby is to the United States, with more than 2,000 autonomous rugby clubs in its membership. Its income is made up of funding from sponsorship, government, ticket sales from international matches, merchandise and licensing, hospitality and catering, a travel company, and television rights.

    The RFU hosted the highly successful Rugby World Cup in 2015.

  • What is RIM’s relationship to any other professional league or event in the U.S.?

    RIM has no ownership interest in or investment from any other professional event or league in the U.S. There is the opportunity for RIM to offer marketing services to entities not controlled by or affiliated with USA Rugby, and several such discussions are ongoing.

  • How will RIM continue to support and grow women’s rugby?

    RIM has the opportunity and duty to manage women’s events sanctioned by USA Rugby. In this regard, RIM has the objective of maximizing the commercial value of such events. RIM will use its financial and business resources to this end. RIM’s financial success will provide resources to USA Rugby to be used at the discretion of USA Rugby to support the women’s game.

  • Who oversees RIM?

    RIM is governed by a Board of Directors and management team that owe fiduciary duty to RIM’s shareholders.

  • How does RIM fit with the other activities of USA Rugby?

  • About

    About

    Established in 2015, Rugby International Marketing (RIM) is the for-profit commercial arm of USA Rugby, tasked with monetizing the federation’s commercial rights and developing new revenue streams to fund the growth of the game in America. RIM is majority-owned by USA Rugby, but structured to attract inward investment from strategic partners.

    The mission of Rugby International Marketing is to provide attractive financial returns to USA Rugby and its minority shareholders by utilizing third party capital in an entrepreneurially driven, for-profit company that leverages the commercial opportunities available to USA Rugby.

    USA Rugby Corporate Structure and Ownership

    • Although a subsidiary of USA Rugby, RIM functions as a distinct for-profit LLC
    • RIM ownership includes:
      • USA Rugby as the majority owner
      • Outside investors granted ownership interest in exchange for investment capital
    • The Rugby Channel is a subsidiary of RIM and has outside investors of its own
  • Scope of Operations

    Scope of Operations

    • Sponsorship sales for USA Rugby and affiliated properties
    • International event marketing and management
    • Event sanctioning
    • Merchandise licensing
    • Travel and hospitality
    • Commercial arrangements for Rugby World Cup Sevens 2018 (San Francisco)
    • Broadcast production and distribution
    • The Rugby Channel OTT platform, launched April 2016 (therugbychannel.tv)
  • Corporate Partners

    Corporate Partners

    USA Rugby would not have today's membership growth or global performance momentum without the important support of sponsors. We take great pride in the ample support they give to our organization, on and off the field, and encourage all of our members and fans to help us return the partnership.

    A special thanks to our sponsors for their extraordinary contributions to USA Rugby: Emirates, UL, Adidas, AIG, Crabbies, San Francisco Travel, Blass Wine, Thorne, World Rugby Shop, Gatorade, KT Tape and Gilbert.

    For USA Rugby sponsorship information and opportunities, please contact Melissa Brennan, VP of Corporate Partnerships.

    Presenting Partner


    Premier Partners


    Signature Partners


    Suppliers

  • Event Schedule

    Event Schedule

    Feb. 2018
    Americas Rugby Championship
    May 2018
    Spring College 15s Championships
    Spring College Sevens Championships
    June 2018
    USA Men's Eagles v TBD (3 games)
    USA Women's Eagles v. TBD
    Club 15s National Championships
    July 2018
    Rugby World Cup Sevens (San Francisco)
    Aug. 2018
    Club Sevens National Championship
    Nov. 2018
    Men's Eagles v TBD
  • The Rugby Channel

    The Rugby Channel

    Connecting the rugby community

    Featuring live and on-demand coverage of the USA Men's and Women's Eagles, England RFU, Guinness Pro14, Anglo-Welsh Cup, Americas Rugby Championship, Club & College Rugby Championships, Women's Premiere League, home internationals and more.


    Highlights:

    • Available via mobile-optimized website, native smartphone and connected device apps
    • On-demand access to classic matches from archives of USA Rugby, Rugby World Cup and the RFU

    Free Content includes:

    • Short-form video with match highlights
    • Interviews
    • News bulletins
  • Key Achievements

    Key Achievements

    June 2015: Formation of Rugby International Marketing

    September 2015: Investment from England’s Rugby Football Union

    February 2016: Launch of inaugural Americas Rugby Championship tournament

    April 2016: Launch of The Rugby Channel

    August 2016: Investment and commercial sales arrangement with CSM Sport & Entertainment

    September 2016: Investment from five individuals and families who are long-standing supporters of USA Rugby

    November 2016: Inaugural RIM Partnership Summit at The Rugby Weekend

    February 2017: Investment from Harlequin Football Club

    July 2017: Launch of ticket sales for Rugby World Cup Sevens 2018

  • Leadership

    Leadership

    Board Members

    NameAbout
    chad-keckChad KeckMr. Keck is USA Rugby board member representative. He works as a Vice Chairman of Needham & Company, an investment banking firm.
    peter-secciaPeter SecciaMr. Seccia is a USA Rugby board member representative. He is a retired Managing Director of Goldman Sachs.
    brian-mclenahanPam KosankeMrs. Kosanke is a board member representative for Rugby International Marketing. In addition to being a former athlete and Captain to the US Women's National Sevens and Fifteens teams, Mrs. Kosanke currently serves as CMO with Renters Warehouse.
    usa-rugby-digital-shieldStephen BrownMr. Brown is a representative of The Rugby Football Union, where he serves as its Chief Executive Officer.
    usa-rugby-digital-shieldMatthew VandrauMr. Vandrau is a representative of CSM Sport & Entertainment, where he is Group Chief Executive Officer.

    Executives

    NameTitleEmail
    usa-rugby-digital-shieldDavid SternbergChief Executive Officerdsternberg@rugbyinternationalmarketing.com
    usa-rugby-digital-shieldMelissa BrennanVP, Corporate Partnershipsmbrennan@usarugby.org
    usa-rugby-digital-shieldKellie CavalierDirector, International Eventskcavalier@usarugby.org
    usa-rugby-digital-shieldEd DerseManaging Director, The Rugby Channelederse@therugbychannel.tv
    usa-rugby-digital-shieldRosie SpauldingGeneral Manager, Rugby World Cup Sevens 2018rosie.spaulding@rwcsevens2018.com
  • FAQs

    FAQs

    • Why was it necessary to create RIM?

      The board of USA Rugby concluded that a for-profit entity with third-party capital could grow commercial activities faster and more completely than USA Rugby alone. For example, with the investment from Rugby Football Union, RIM was able to invest nearly $500,000 in development of The Rugby Channel at a time when such development resources were not available to USA Rugby.

    • What are the ways in which USA Rugby benefits from the activities of RIM?
      • RIM pays USA Rugby a license fee according to the following schedule: $1,016,121 in 2016; $1,251,121 in 2017; $1,801,121 in 2018; and $1,077,301 in 2019.
        • Fees for 2020-25 will be based on first renegotiation; fees for 2025-30 based on second renegotiation
      • RIM is committed to distributing excess capital to its shareholders, at which point significant positive cash flow is realized. Current plans envision sustainable positive cash flow beginning in 2018.
      • RIM has allowed USA Rugby to strengthen its balance sheet through third-party validation of the business activities of RIM.
    • What is RIM’s investment strategy?

      RIM intends to invest capital resources in facilities, technology and personnel deemed instrumental to growing the business and profitability of RIM. RIM may use its capital to acquire licenses, tools and products. It may acquire other related businesses, although no such acquisition has been given serious consideration to date. RIM has invested considerable resources in the development of The Rugby Channel, its subscription-based digital media platform.

    • Who can invest in RIM?

      USA Rugby and the RIM board determine who can invest in RIM. To date investment has been limited to those parties in some way affiliated with USA Rugby and strategic parties (corporate, institutional or organizational) who can provide strategic value to RIM as a Shareholder/Partner. RIM’s board members and employees have not invested in RIM, although the Board has not placed a specific restriction against their investing.

    • Who are the investment partners in RIM to date?

      In mid-2015 England’s Rugby Football Union became the first outside investor in RIM with the purchase of a minority interest. In August of 2016, CSM Sport and Entertainment, a global leader in sports marketing, became a minority investor and the exclusive commercial sales agent for RIM. These strategic investors were joined in October of 2016 by five individuals and families with a long-standing relationship with USA Rugby and the rugby community. In February 2017, Harlequin Football Club invested in both RIM and The Rugby Channel. After these financings, USA Rugby continues to own a substantial majority of RIM’s membership units and has the right to nominate three members to the five-member board. Each of RFU and CSM has the right to nominate one member each to the RIM board.

    • Who is Rugby Football Union?

      The Rugby Football Union is the national governing body for grassroots and elite rugby in England, like USA Rugby is to the United States, with more than 2,000 autonomous rugby clubs in its membership. Its income is made up of funding from sponsorship, government, ticket sales from international matches, merchandise and licensing, hospitality and catering, a travel company, and television rights.

      The RFU hosted the highly successful Rugby World Cup in 2015.

    • What is RIM’s relationship to any other professional league or event in the U.S.?

      RIM has no ownership interest in or investment from any other professional event or league in the U.S. There is the opportunity for RIM to offer marketing services to entities not controlled by or affiliated with USA Rugby, and several such discussions are ongoing.

    • How will RIM continue to support and grow women’s rugby?

      RIM has the opportunity and duty to manage women’s events sanctioned by USA Rugby. In this regard, RIM has the objective of maximizing the commercial value of such events. RIM will use its financial and business resources to this end. RIM’s financial success will provide resources to USA Rugby to be used at the discretion of USA Rugby to support the women’s game.

    • Who oversees RIM?

      RIM is governed by a Board of Directors and management team that owe fiduciary duty to RIM’s shareholders.

    • How does RIM fit with the other activities of USA Rugby?