Prem Rugby clubs with fresh investment have had mixed ticketing success after the overall league saw an attendance dip for its opening block of games.
After three rounds and 15 fixtures of the 2026-27 Prem Rugby season, attendances are down 8.5 per cent on the same period last year, with a mixed set of results for the three clubs who have attracted new investment.
Newcastle, who were purchased by energy drinks giant Red Bull last August, achieved a sell-out for its opening fixture against Leicester Tigers in round two, up 60 per cent on last season’s like-for-like fixture. It represents a boost for the northern club after years of struggling attendances.
For Bath Rugby, which saw vacuum tycoon Sir James Dyson acquire 50 per cent of the West Country club this year, their solitary home fixture has shown no change from last year; both of their matches against Exeter Chiefs, this season and last, were sell-outs.
Prem Rugby mixed attendances
But for the Chiefs, who were earlier this year snapped up by Premier League club Bournemouth’s owners Black Knight, it is a different story. Their opening match against Gloucester Rugby this year had just 8,600 fans in the stands, having sold out last season.
Their game at the weekend – against Newcastle Red Bulls – saw just 7,000 people at their Sandy Park home, which resulted in an unprecedented move by the club to close one of their terraces.
It is understood that Gloucester, Northampton Saints and Leicester Tigers could all be at the centre of investment attempts as top flight rugby union continues to attract capital.
Gloucester’s one fixture saw a small increase in attendance on the same match against Harlequins while Northampton Saints saw an increase for their fixture against Bath, and a second sell-out against Newcastle.
For Leicester Tigers, who beat Gloucester on Friday night, there was a 5,600 fall in attendance versus last season, although the game was attended by Prince Harry.