Premiership Rugby is set to trial designated away ends at two upcoming matches this April, aiming to create vibrant atmospheres and increase attendances at games. The initiative, which has been dubbed ‘Away Days’, will allow away supporters to group together at designated sections of the stadiums during games. Saracens will host Gloucester on April 19, and Leicester will take on Harlequins on April 26. Both matches are seen as prime opportunities to test the concept of unsegregated fan experiences, which is traditionally celebrated in rugby.
This progressive move marks an attempt by Premiership Rugby to inspire camaraderie among fans rather than the segregation often seen at football matches. “Away fans can and will sit among the main crowd, this is just giving people a choice,” said a source familiar with the plans. The governing body insists the initiative will be implemented “in the right spirit” and seeks to boost what has already been reported as rising stadium occupancy for the league.
Over the past season, the Premiership has seen its stadium occupancy climb to around 81%, marking a 7% increase since 2023. Match-day excitement is expected to be heightened by the presence of groups of away fans seated together, enjoying the games as one collective unit. “It’ll be enough fans to make noise,” the source added. It’s anticipated these fans will not only enjoy the occasion but also have their enthusiasm echoed by the home crowd, which could generate an electric atmosphere conducive to great matches.
Players also seem to have received the prospect of increased away support positively. Feedback from athletes indicates they can feed off the energy created by noisy visiting fans, which can lead to more spirited performances on the pitch. “It gets more out of the home fans because it creates back and forth,” indicated the same source. This interaction could benefit the game’s appeal to broader audiences as televised viewership has also increased significantly, with reports noting figures are up by 8% compared to last season.
Over the years, the grassroots support for clubs like Harlequins has flourished, particularly during their European tours, nurturing strong, dedicated followings. These fans frequently coordinate among themselves to book nearby seats and are also encouraged by club initiatives. Previous experiences, like their unofficial away section during the 2021 Premiership play-off semi-final, demonstrated the community spirit among traveling fans.
Premiership Rugby's governing body hopes to build on these successes with the new trial. If it proves successful, the 'Away Days' initiative could well become standard practice throughout the league, where other clubs might join the movement next season. With hopes of honing the connection between fans and enhancing the overall experience for those attending, the league’s providers are confident this new trial will garner positive outcomes.
Looking toward the end of the season, excitement continues to build for the Premiership final, scheduled to take place at Twickenham on June 14, 2025. Currently, Bath fans are leading ticket sales for the match as they sit six points clear at the top of the league table. Overall, the league is already experiencing ticket sales for the final rapidly outpacing those from the previous year. Premiership Rugby officials are optimistic about achieving their target of complete attendance.
Overall, the introduction of designated away ends at matches is positioned not just as a tactical approach to cheerleading support for teams but also as pivotal for one of rugby's core principles: fostering friendship and respect among supporters. With this socially unifying move set to launch, rugby aficionados are eager to see how these changes will play out on the grounds.
From creating vibrant atmospheres to enhancing fan engagement, the move could reshape the future of how fans experience the game on match day, all the more making rugby's cultural legacy about unity rather than division.
On the larger sports canvas, these trials reflect the industry's broader trends to encourage inclusivity and communal spirit, setting the stage for vibrant interactions at matches. The sports community is watching eagerly to see if these efforts lead to success and perhaps new traditions for the beloved game of rugby.
To sum it up, April's matches featuring the new ‘Away Days’ concept will be eagerly anticipated by attendees, and the results of the trial may well have lasting influences on the league's future.
