sebastien pons

Rugby Communication & Marketing Strategy

For more than 15 years, rugby has been at the heart of my professional journey.

From Premiership Rugby clubs to international governing bodies, I have helped organisations strengthen their brand, grow their audiences and create meaningful connections with supporters through strategic communication, marketing and content.

My experience spans the entire communication ecosystem—from campaign conception and project leadership to photography, film production and digital activation. Every project has been driven by the same objective: creating measurable business value while preserving the authenticity that makes rugby unique.

Throughout my career, I have worked with leading organisations including London Wasps, Northampton Saints, World Rugby, the Rugby World Cup 2015 Organising Committee, the Six Nations, and Sky Sports, collaborating with some of the sport’s most iconic figures such as Jonny Wilkinson, Lawrence Dallaglio, Courtney Lawes, Dylan Hartley and James Haskell.

Marco Wentzel cleaning James Haskell / Leicester Tigers vs London Wasps / Premiership Rugby Final

London Wasps

At London Wasps, I contributed to marketing initiatives designed to increase ticket sales and strengthen supporter loyalty through integrated digital and print campaigns. I also developed creative content that celebrated the personality of the club, placing players and fans at the centre of the storytelling.

PORTRAITS OF PLAYERS PHOTOSHOOT

England 2025 / World Rugby

As the official photographer for the England 2015 Rugby World Cup programme, I created the photographic content documenting the early stages of the tournament’s international campaign.

In 2012, the Rugby World Cup Trophy began its journey across Europe, travelling from the town of Rugby to Budapest. The tour was launched at Rugby School, where Will Greenwood, the first England 2015 ambassador, delivered a speech at the school associated with William Webb Ellis and the origins of the game.

The Trophy continued its journey alongside major rugby ambassadors and legends, including Jonny Wilkinson, Olivier Magne and Lawrence Dallaglio.

My role was to capture the official ceremonies, ambassador appearances, portraits, behind-the-scenes moments and meetings with rugby communities throughout the tour. The images were used across the event’s communication platforms and published in the international press, helping to build awareness and anticipation ahead of the 2015 Rugby World Cup in England.

The objective was to create a strong visual narrative combining rugby heritage, international reach and the symbolic power of the Trophy.

Jonny Wilkinson with the William Webb Ellis Cup in Menton

Lawrence Dallaglio with the William Webb Ellis Cup in Budapest

Olivier Magne and Will Greenwood with the William Webb Ellis Cup in Paris

First Qualification Game in Budapest / Hungary vs Bulgaria

Northampton Saints for Hawes & Curtis

For Hawes & Curtis, I developed an internet and press campaign with the Northampton Saints rugby team, connecting tailoring, performance and modern masculinity.

The campaign included the direction and production of a film, designed to showcase the brand’s ability to dress high-performance athletes with elegance, precision and credibility. Rugby players have distinctive body shapes, which made the project an authentic way to demonstrate the quality of the tailoring, the fit and the brand’s expertise.

Through film, visual storytelling and press-oriented content, the campaign positioned Hawes & Curtis within a world of discipline, confidence and performance, creating premium brand content with clear lifestyle and commercial value.

Northampton Saints

Harry Mallinder / Dylan Hartley - Northampton saints / England

Film Campaign / Preparation is Key

Piers Francis - Northampton saints / South Africa

Tom Wood / Courtney Lawes - Northampton saints / England

Harry Mallinder - Northampton Saints

Corbus Reinach - Northampton Saints / South Africa

Dylan Hartley - Northampton Saints / England

Press Campaign

6 Nations & Premiership Rugby

Match Photography & PR Content

I covered numerous Six Nations and Premiership Rugby matches, producing high-impact photography for Premiership Rugby’s communication campaigns, public relations activity and specialist sports media.

My role was to capture the full intensity of each match—from decisive action and player emotion to supporters, stadium atmosphere and behind-the-scenes moments. The images were used across press coverage, digital platforms, social media and promotional materials, helping to strengthen the visibility of the competitions, clubs and players.

Working in a fast-paced live environment, I developed a strong understanding of rugby storytelling and the ability to deliver powerful, publication-ready content immediately after each event.