With just over a week until EPCR competition returns, the annual EPCR Club Conference reaffirmed that the club game remains central to the sport’s global future.
Representatives from Investec Champions Cup and EPCR Challenge Cup clubs, joined by influential figures from across the international and professional landscape, convened for two days of discussion and strategic alignment on 24-25 November, reinforcing the message that club rugby is the beating heart of the game.
Established in 2023, this forward-looking forum brings together leaders from across the club rugby ecosystem to share insights, confront shared challenges and identify new opportunities for growth.
This year’s edition once again demonstrated EPCR’s commitment to a truly collaborative model – one that champions open dialogue, collective problem-solving and a united approach to ensuring a sustainable, successful future for the club game.
The conference was led by EPCR Chairman Dominic McKay, who said: “Three years ago when we outlined our new strategy, we wanted clubs to be at the heart of our decision making, and the EPCR Club Conference is an important element in this. Over the last few days, we’ve been joined by representatives from our 42 clubs, eight unions and three leagues, as well as World Rugby. Bringing together these key stakeholders is an opportunity to further strengthen relationships and ensure alignment behind a shared vision for the sport’s future.
“To navigate both the challenges and opportunities ahead, we must continue to work closely and constructively together. Collaboration enables us to make informed decisions for players, supporters and the wider rugby ecosystem. It is the foundation on which we will build the next era of club rugby.
Club rugby is the beating heart of the game. The Club Conference reflects our collective commitment to strengthening these foundations, enhancing the experience for all involved, and ensuring our clubs and competitions continue to thrive.”
The programme highlighted a record-breaking 2024/25 EPCR season, celebrating both on- and off-pitch achievements during its landmark 30th anniversary year. Standout moments included 1.5 million fans attending matches in person – with more than 110,000 at the Finals Weekend in Cardiff – and an economic impact of over €50 million for the host city. The season also delivered record television audiences and a major surge in YouTube viewership, with more than 91 million viewers and a target of reaching 100 million this season. Additionally, two new partners joined the EPCR family: JAECOO and Groupe Apicil.
Investec also reflected on its second season as title partner of rugby’s biggest international club competition, taking a deep dive into the commercial landscape of sport and the opportunities within rugby. This was followed by insights from UK & Ireland broadcaster Premier Sports on its first year working with EPCR competitions, with both partners encouraging open discussion with the clubs.
Abey Mokgwatsane, Chief Marketing Officer at Investec said: “Investec really values being part of this club conference because it brings us closer to the federations that are running the clubs and that are driving the fan engagement, it brings us closer to the broadcasters and it brings us closer to the best practices that makes this competition what it is, which is the best club rugby competition in the world.
“Collaboration is important to make sure you can maintain your world-class credentials, we find that talking to people in different facets of this ecosytem, only enriches what we are able to do as a brand. It drives those partnerships for success.
“What Investec is really looking forward to this season is more fan engagement and more stories. We believe that club rugby is where legends are born. How we tell those stories and engage fans with those stories is something we really look forward to.”
Looking ahead to the upcoming season and beyond, EPCR reaffirmed its commitment to its strategic pillars: sustainability, innovation and expansion, alignment and knowledge-sharing, delivering brilliant rugby, and elevating the narrative of the sport.
Jacques Raynaud, EPCR CEO said: “We are now firmly progressing through EPCR’s long-term strategy, which has delivered record engagement and unprecedented sponsor interest – demonstrated most recently by our signing of Emirates at the level of Premium Partner as Official Airline Partner for the next five years.
“We’re also excited by innovations that fans can expect this season, including Italian-language commentary on EPCR TV for our growing Italian audience, a new in-house fan-friendly ticketing platform, updated TV graphics, and a refreshed digital gaming experience.
“Our focus remains on innovation, responsible growth, and creating long-term value for the entire rugby ecosystem.”
Throughout panel sessions and interactive workshops, attendees explored a range of priorities: commercial growth and financial sustainability, optimising competition formats, boosting stadium attendance, expanding broadcast and digital audiences, enhancing player welfare, and improving the fan experience through ongoing innovation.
Ian Flanagan, Chief Executive Officer at Munster Rugby – who won their first Champions Cup title 20 years ago in 2006, and their second in 2008 – said: “The club conference is really important. Firstly it’s great to have the review of last season and understand what we achieved. But more importantly, we have so little opportunity to engage with our peers and colleagues from the French league and the Premiership, so it’s a good opportunity to spend time together talking about the collective issues we all have to face.
“I don’t think anyone has any doubt about what the Investec Champions Cup means to Munster. It’s the thing that probably we’re best known for all around the world, especially the amazing away days when the Red Army show up. The amount of travelling support we have shows the importance our supporters attach to the competition. And for the players, you can really detect the change in the mood at our training ground when the Champions Cup rolls around.
“This year is the 20th anniversary of our first win and I know it will give an even greater incentive for the current squad and coaching staff to emulate what was achieved back in 2006 this season.
“The conference also showcased two remarkable club stories. Bath Rugby reflected on their historic treble last season and their promotion to the Investec Champions Cup, while Union Bordeaux Bègles celebrated their first-ever EPCR title.”
Jean Baptiste Machenaud, Deputy General Manager at Union Bordeaux Bègles said: “These two days allow us to meet our counterparts from different clubs and different countries, so we always learn from each of them and then prepare for this competition together. We know we’ll challenge each other on the field, but we also know we can collaborate off the field.
“The Investec Champions Cup is important to us. It allowed us to win our first title in UBB’s history. So today, we have stars on our logo, but we also have stars in our eyes when we talk about this competition.”
Tarquin MacDonald, Chief Executive at Bath Rugby said: “The club conference is extremely important. This is about working together to understand the impact we have with the competition and how through collaboration we can create more value for the club, the competition, sponsors and most importantly, the fans.
“It’s the pinnacle of the game, there is so much history and heritage bound up in the champions cup and the challenge cup, they are great competitions. Every player, every club wants to be crowned the best in Europe and I don’t think that will ever change.
“We kick-off with a really fantastic game against Munster. It’s one step at a time. if we can put on a great performance at home and come away with the win, we’ll see where we go from there.
“It’s been a privilege this season, and as we close the chapter on 2024/25 season, we open the chapter on 205/26 and who knows what that will bring.”
EPCR action returns with Round 1 from 5–7 December. As clubs make their final preparations, rivalries spark back to life and supporters gear up to cheer on their teams, the anticipation is already building for another unforgettable season.
Fans are also looking ahead to the EPCR Finals Weekend in Bilbao on 22–23 May 2026, the pinnacle of international club rugby. Demand has been exceptional, with over 50% of tickets already sold before the 2025/26 season has even begun.
Click HERE for all Investec Champions Cup fixtures.
Click HERE for all EPCR Challenge Cup fixtures.
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