What Scottish Rugby does

Scottish Rugby is the governing body for rugby union in Scotland, founded in 1873 and registered as a company limited by guarantee (Scottish Rugby Union, registration SC748672), with Scottish Rugby Limited (SC132061) as its main operating subsidiary. The organization oversees all Scotland National rugby teams (Men, Women, U20, U18), two wholly-owned professional franchises — Glasgow Warriors and Edinburgh Rugby — competing in the United Rugby Championship and Investec Champions Cup, and a nationwide community rugby ecosystem spanning clubs, schools, talent pathways, and women's and girls' rugby development. Its core physical asset is Scottish Gas Murrayfield, Scotland's largest stadium, supplemented by Hive Stadium as the dedicated home of Scotland Women's rugby.

The commercial model operates across six principal revenue streams: match ticket sales (Men internationals from £50, Women from £15), premium hospitality at £225-£575 per person across venues including the 1925 Rooms, Centenary Club, Murrayfield Boxes, and Thistle Suite, official merchandise sales through shop.scottishrugby.org, annual Scotland Supporters Club memberships (£45-£75), corporate sponsorship and naming rights (Scottish Gas, Arnold Clark, Vodafone, Macron as flagship partners), and a growing venue hire business anchored by major concerts and football fixtures in 2026. Distribution is multi-channel: direct via eticketing.co.uk/scottishrugby and telephone/in-person box office, through a rugby club reseller network that earns commission, and via the new Scottish Rugby Travel programme (launched September 2025 with Mike Burton Travel/Destination Sport Group) for ticket-inclusive international supporter packages.

The technology footprint is conventional event-management and e-commerce infrastructure rather than proprietary platforms, with no disclosed AI/ML capabilities. Strategic priorities evidenced in 2024-2025 include elevating women's rugby (record 25,000+ attendance, first MD of Women's Rugby appointed October 2025, new Women's Head Coach Sione Fukofuka appointed December 2024, new National Academy Manager), commercial diversification through concerts and football events at Murrayfield, and expanding the global travel and supporter engagement ecosystem ahead of Men's Rugby World Cup 2027. The organization operates with 251-500 employees from its Murrayfield Stadium headquarters in Edinburgh.

Name

Scottish Rugby

Legal name

Scottish Rugby Union

Website

https://scottishrugby.org

Company type

Private

Founded year

1873

Operating status

Operating

Headcount range

251–500 employees

Short description

Scottish Rugby is the governing body for rugby union in Scotland, operating Scotland's national teams, two professional URC franchises (Glasgow Warriors and Edinburgh Rugby), and the country's largest stadium, generating revenue through ticketing, hospitality, sponsorship, merchandise, concerts, and travel packages.

Ownership category

akta.pro rank

Product category

Sports Governance and Live Event Entertainment

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

National Governing Bodies (NGBs) (MPAKAFAC)

akta.pro secondary industries

Rugby (Union & League) Leagues (MPAKAAAG), Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Rugby union governance
• Sports event management
• Stadium hospitality services
• Rugby merchandise retail
• Supporter membership programs

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Match Ticket Sales: Direct sales of tickets for Scotland national team matches, Six Nations, Nations Championship, and other international fixtures at Scottish Gas Murrayfield and Hive Stadium
2. Hospitality Services: Premium matchday experiences including private suites (1925 Rooms, Murrayfield Boxes), shared lounges (Centenary Club, Thistle Suite), and dining experiences ranging from £225-£575 per person
3. Merchandise Sales: Official Scottish Rugby merchandise including kits, training wear, accessories sold through online shop
4. Supporters Club Memberships: Annual memberships (Matchday £45-50, Plus £70-75) providing priority ticket access, discounts, and exclusive events
5. Concert and Event Hosting: Non-rugby events including major concerts (Zach Bryan, Luke Combs, Bon Jovi) and football matches generating venue rental and ancillary revenue
6. Sponsorship and Partnerships: Corporate partnerships with sponsors including Scottish Gas (naming rights), Arnold Clark, Vodafone, Macron (kit supplier), and others
7. Scottish Rugby Travel: Official supporter travel programme offering ticket-inclusive packages for Six Nations and other fixtures, partnership with Mike Burton Travel/Destination Sport Group

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Scottish Rugby is the governing body for rugby union in Scotland, operating Scotland's national teams (Men, Women, U20) and professional clubs (Glasgow Warriors, Edinburgh Rugby). The organisation sells match tickets, premium hospitality packages, official merchandise, supporter club memberships, and ticket-inclusive travel packages through its commercial operations. It also operates Scottish Gas Murrayfield (Scotland's largest stadium) and Hive Stadium, hosting rugby matches, concerts, and other major events.

Product overview

Scottish Rugby operates as the governing body for rugby union in Scotland, managing a multi-layered portfolio of products and services. At its core are the Scotland National Teams (Men, Women, and U20 age groups) competing in international competitions, alongside professional clubs Glasgow Warriors and Edinburgh Rugby in the URC. The organization provides supporter services including Scottish Rugby Travel (official travel packages via Mike Burton Travel partnership), Scotland Supporters Club membership (Matchday and Plus tiers), and hospitality experiences at Scottish Gas Murrayfield (ranging from £225-575 per person across suites including 1925 Rooms, Centenary Club, and Murrayfield Boxes). The commercial portfolio extends to the Scottish Rugby Shop (official merchandise), stadium tours, and Scottish Rugby TV (video content platform). Additionally, the stadium hosts major non-rugby events including concerts and football matches, diversifying revenue streams. Community engagement is delivered through grassroots rugby development, talent pathways, and club support programmes.

Differentiator

Problem solved

Functional benefit

Brands

• Scotland Supporters Club: Official supporter membership program with Matchday and Plus membership levels providing priority access to tickets and exclusive events.
• Scottish Rugby Travel
• Scottish Gas Murrayfield
• Hive Stadium
• SCRUMS

Products and services

• Scotland Supporters Club Membership Annual supporter membership programme with two tiers — Matchday (£45-£50) offering priority ticket access to all Scotland home games (Men, Women, U20), and Plus (£70-£75) adding concert ticket priority, merchandise discount, and exclusive team events — targeting loyal Scotland rugby supporters seeking guaranteed ticket access and benefits.
• Scottish Rugby Travel Official supporter travel programme offering ticket-inclusive travel packages for Scotland matches, Six Nations Championships, and Rugby World Cup fixtures (including Men's Rugby World Cup 2027 in Australia), operated in partnership with Mike Burton Travel and Destination Sport Group; targets Scotland supporters attending away fixtures with bundled flight, accommodation, and match ticket elements.
• Hospitality at Scottish Gas Murrayfield (The Murrayfield Experience) Premium matchday hospitality packages across private suites (1925 Rooms, Murrayfield Boxes) and shared lounges (Centenary Club, Thistle Suite, The Clubhouse, Terrace 22), priced £225-£575 per person and including dining, drinks, and seating; targets corporate clients seeking client entertainment, executive networking, and premium matchday experiences at Scotland's largest stadium.
• Stadium Tours at Scottish Gas Murrayfield Guided behind-the-scenes stadium tours of Scottish Gas Murrayfield offering fans access to restricted areas of the stadium (changing rooms, players' tunnel, pitch side), targeting supporters and tourists as a ticketed experience with TripAdvisor recognition.
• Scottish Rugby Shop (Official Merchandise) Official e-commerce storefront selling Scotland rugby kits (replicas £53.90-£85), training wear (from £32.90), accessories (from £19), Gilbert rugby balls, Highland Wear, and partner products (Glenmuir knitwear, Bawbags underwear); targeting Scotland supporters purchasing official replica kit and merchandise globally.
• Match Tickets for Scotland National Teams Per-match tickets for Scotland Men, Women, and U20 home international fixtures at Scottish Gas Murrayfield and Hive Stadium — Scotland Men internationals from £50, Scotland Women from £15, with discounted rates for clubs, schools, and youth groups — sold via the eticketing platform, telephone, in-person box office, and the rugby club network (which earns commission).
• Concerts and Non-Rugby Events at Scottish Gas Murrayfield Large-scale concert and sports events hosted at Scottish Gas Murrayfield stadium, including 2026 concerts by Zach Bryan, Luke Combs (two nights), and Bon Jovi, plus a Newcastle United Legends vs Everton Legends football match; ticket and hospitality revenue generated through the venue hire model positioning Murrayfield as a multi-purpose entertainment venue.
• Glasgow Warriors Professional Rugby Team Professional rugby union team operated under the Scottish Rugby umbrella, competing in the United Rugby Championship (URC), Investec Champions Cup, and the 1872 Cup inter-city rivalry against Edinburgh Rugby; wholly owned by Scottish Rugby Limited.
• Edinburgh Rugby Professional Rugby Team Professional rugby union team operated under the Scottish Rugby umbrella, competing in the United Rugby Championship (URC), Investec Champions Cup, and the 1872 Cup inter-city rivalry against Glasgow Warriors; wholly owned by Scottish Rugby Limited.
• Scotland National Teams (Men, Women, U20) Representation Scottish Rugby oversees and operates all Scotland National rugby union representative teams — Men, Women, Men U20, Women U20 — competing in international competitions including the Six Nations, Nations Championship, Rugby World Cup (Men 2027 Australia, Women), and WXV Global Series; underpinned by selective regulatory authority as governing body for rugby union in Scotland.

Quantifiable outcome

• Scotland reached Rugby World Cup quarter-finals (Women's)
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

22 partnerships are on record, tiered core, flagship and minor.

• Mike Burton TravelcoreChannel Partner/ Reseller/ Distributor · 23 September 2025Part of Mike Burton Group and Destination Sport Group, enabling Scottish Rugby Travel programme for ticket-inclusive fan travel packages.
• World Rugby ExperiencescoreChannel Partner/ Reseller/ Distributor · 23 September 2025Appointed Scottish Rugby Travel as Official Travel Agent for Men's Rugby World Cup 2027, Australia.
• Scottish GasflagshipGTM or Marketing PartnerPrincipal Partner of Scottish Rugby and proud naming partner of Scottish Gas Murrayfield. Scottish Gas holds naming rights to Scotland's largest stadium and provides primary sponsorship support for the governing body.
• Arnold ClarkflagshipGTM or Marketing PartnerOfficial Principal Partner and Men's Front of Shirt Partner. Founded in 1954, Arnold Clark operates 200 branches across the UK and sells over 200,000 cars annually.
• VodafoneflagshipGTM or Marketing PartnerOfficial Principal Partner of Scottish Rugby, Men's and Women's Back of Shirt Partner.
• MacronflagshipGTM or Marketing PartnerOfficial kit supplier to the Scotland team. Italian company based in Bologna, European leader in sportswear production since 1971, providing teamwear, merchandising, and leisurewear.
• HalocoreTechnology or IntegrationOfficial Enterprise Software Partner and Men's Back of Shorts Partner. Provides world-class service management platforms for businesses, trusted by Fortune 500 and FTSE 100 companies.
• Saltire EnergycoreGTM or Marketing PartnerOfficial partner of Scottish Rugby. Leading specialist in oilfield equipment rental, headquartered in Aberdeen, supporting Scottish Rugby youth programmes.
• Destination SportcoreChannel Partner/ Reseller/ DistributorOfficial partner and travel provider covering team and business travel. Global footprint across 14 countries in UK, Europe, North America, Middle East, China, and Australia. Part of Portman Travel Group.
• YETIcoreGTM or Marketing PartnerOfficial Supplier and Official Cooler of Scottish Rugby. Founded in 2006, creates durable outdoor gear trusted by professionals worldwide.
• Highland SpringminorGTM or Marketing PartnerUK's number one water brand and official partner, providing natural source water from Scotland's Ochil Hills for team hydration.
• Coca-ColaminorGTM or Marketing PartnerOfficial Supplier of beverages for Scottish Rugby events and venues.
• GilbertcoreGTM or Marketing PartnerOfficial ball supplier for Scottish Rugby, providing match and training rugby balls.
• FairwaysminorGTM or Marketing PartnerOfficial Groundcare Machinery Supplier to Scottish Rugby.
• Edinburgh GinminorGTM or Marketing PartnerOfficial supplier of gin for hospitality and events at Scottish Gas Murrayfield.
• SpireminorGTM or Marketing PartnerOfficial healthcare partner - Spire Edinburgh Hospitals Murrayfield and Shawfair Park.
• SkyscannerminorGTM or Marketing PartnerOfficial travel partner providing flight search and booking services.
• GuinnesscoreGTM or Marketing PartnerOfficial partner associated with Six Nations sponsorship and rugby heritage.
• EliorminorGTM or Marketing PartnerOfficial catering partner providing food services at Scottish Gas Murrayfield.
• Glasgow WarriorsflagshipOthersProfessional rugby team operating under Scottish Rugby umbrella, competing in United Rugby Championship and Investec Champions Cup.
• Edinburgh RugbyflagshipOthersProfessional rugby team operating under Scottish Rugby umbrella, competing in United Rugby Championship.
• Walker SlaterminorGTM or Marketing PartnerScottish clothing company with partnerships with Scottish Rugby, national football teams, University of Edinburgh, and Royal Edinburgh Military Tattoo.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Irish Rugby Football Union (IRFU): Ireland's national governing body for rugby union, operating Aviva Stadium and the four provincial professional teams (Leinster, Munster, Connacht, Ulster). Highly comparable NGB structure, though commercially stronger due to sustained on-pitch success; useful benchmark for Six Nations commercial economics.
• Rugby Football Union (England Rugby): England's national governing body for rugby union, operating Twickenham (the UK's largest dedicated rugby stadium), the England national teams, and a similar commercial model spanning ticket sales, hospitality, merchandise, sponsorship, and travel. Most directly comparable as a Tier 1 Six Nations NGB with a flagship stadium asset.
• Welsh Rugby Union: Wales's national governing body for rugby union, operating Principality Stadium (a larger-capacity national stadium), the Wales national teams, and a comparable Six Nations-driven commercial model. Comparable in scale to Scotland and governed by a company limited by guarantee structure similar to Scottish Rugby Union.
• Italian Rugby Federation (FIR): Italy's national governing body for rugby union, a fellow Six Nations participant with a comparable NGB structure, national team, and grassroots programs. Comparable in operating context (smaller rugby market than football within the country) but with weaker commercial scale.
• Fédération Française de Rugby (FFR): France's national governing body for rugby union, operating Stade de France and the France national teams with a comparable Six Nations/Nations Championship commercial model. Comparable as a Tier 1 NGB with a major national stadium asset (although owned by a third party) and similar broadcast/sponsorship economics.
• New Zealand Rugby: New Zealand's national governing body for rugby union, operating the All Blacks (the most commercially valuable rugby brand globally) and Super Rugby franchises. Comparable as a Tier 1 NGB but with materially stronger commercial outcomes and brand IP, making it a useful upper-bound benchmark for rugby union monetization.
• South African Rugby Union: South Africa's national governing body for rugby union, operating the Springboks and professional franchises. Comparable Tier 1 NGB structure with national team commercial rights, though operating in a different competitive and broadcast context.
• Rugby Australia: Australia's national governing body for rugby union, operating the Wallabies and Super Rugby franchises. Comparable as a Tier 1 NGB with national team representation, professional team oversight, and a mix of matchday, broadcast, and sponsorship revenue — though operating in a much larger and more competitive sports market.

Regional players

• Premiership Rugby: Operator of England's top-flight professional rugby union club competition (the Premiership). Comparable as a peer commercial entity within rugby union but for England rather than Scotland, and operating club-level rather than national-team-level competitions; useful benchmark for club commercial economics as opposed to NGB economics.

Others

• Six Nations Rugby: The joint venture that commercially operates the Six Nations Championship, of which Scottish Rugby is a participating union. Functions as the commercial shared entity in which Scotland and the other five Tier 1 nations pool broadcasting, title sponsorship (e.g., Guinness), and digital rights — directly impacting Scottish Rugby's broadcast revenue line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Scotlandteam
• YouTubeyoutube.com/c/scottishrugby
• Facebookfacebook.com/scottishrugby
• Instagraminstagram.com/scotlandteam
• TikToktiktok.com/@scottishrugby

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Scottish Rugby