A New Way to Experience Rugby
Joe Marler, one of rugby’s most recognisable and outspoken personalities, has teamed up with IHG Hotels & Resorts to redefine what it truly means to be a rugby fan. As the face of IHG’s Ultimate Rugby Fan Experience, Marler takes supporters beyond the stadium seats and into a world where match days become immersive, personalised journeys. This collaboration focuses on celebrating the rituals, excitement, and emotions that surround the game—not just the 80 minutes played on the pitch.
Introducing the ‘Fancierge’ Concept
At the heart of the campaign is IHG’s innovative “Fancierge” concept, designed to cater specifically to rugby fans. Acting as a guide, host, and insider, the Fancierge experience helps fans make the most of their match-day plans—from where they stay to how they prepare for the big game. With carefully curated hotel stays near major rugby venues, IHG ensures comfort, convenience, and a premium experience that complements the intensity of the sport.
Pre-Match Rituals That Set the Tone
Rugby fans know that the experience starts long before kickoff. This campaign highlights the importance of pre-match rituals, whether it’s analysing team line-ups, meeting fellow supporters, or soaking in the atmosphere before entering the stadium. Through Marler’s perspective, IHG showcases how these rituals can be elevated with thoughtful hospitality, exclusive access, and fan-focused services that make match day feel special from the very beginning.
Joe Marler’s Personality Brings Authenticity
Joe Marler’s involvement brings authenticity and relatability to the campaign. Known for his humor, honesty, and deep-rooted passion for rugby, Marler connects with fans on a personal level. Rather than a traditional brand ambassador, he feels like a fellow fan sharing insider tips and experiences. His presence helps bridge the gap between elite rugby culture and everyday supporters, making the campaign both engaging and credible.
Beyond the Stadium: A Complete Fan Journey
The Ultimate Rugby Fan Experience doesn’t end when the final whistle blows. IHG extends the journey beyond the stadium, offering fans a place to relax, reflect, and celebrate after the match. Whether it’s post-game discussions, comfortable stays, or social moments with other supporters, the focus is on creating lasting memories that go beyond the scoreline.
IHG’s Commitment to Sports Fans
With this initiative, IHG Hotels & Resorts strengthens its connection with the global rugby community. The brand positions itself not just as a place to stay, but as a partner in the fan experience—one that understands the passion, traditions, and emotions tied to the sport. By combining world-class hospitality with rugby culture, IHG reinforces its promise of delivering memorable experiences, not just accommodation.
Hotels & Curated Stays for the Ultimate Match-Day Experience
IHG Hotels & Resorts is taking rugby fandom to a whole new level by offering fans exclusive match-day stays that combine comfort, convenience, and excitement. Instead of the usual pre-game rush or long commutes, fans can enjoy curated hotel packages located near major rugby venues, ensuring they are right at the heart of the action. These stays often include premium rooms, early check-in options, and fan-focused amenities, designed to make the day seamless from start to finish.
The experience goes beyond just accommodation. IHG’s packages are thoughtfully curated to enhance every stage of the fan journey—from pre-match rituals like team previews, fan gatherings, and insider tips, to post-match celebrations with fellow supporters. By integrating hospitality with rugby culture, these stays transform a regular match day into a memorable travel and sports adventure, giving fans the chance to relax, engage, and fully immerse themselves in the excitement of the game.
For fans traveling from out of town, these curated stays also open opportunities to explore the city, enjoy local cuisine, and experience the culture, making the trip not just about rugby but a complete getaway. With Joe Marler as the face of the campaign, every detail of the stay is aligned with the true spirit of rugby—fun, camaraderie, and unforgettable memories.
Before–After Fan Experience Comparison
| Aspect | Before (Regular Match Day) | After (IHG Fancierge Experience) |
|---|---|---|
| Accommodation | Standard hotel or local stay | Curated IHG hotel stay near the stadium with premium amenities |
| Pre-Match Rituals | Casual meet-ups or watching from home | Guided by Fancierge, including insider tips, exclusive events, and fan gatherings |
| Match-Day Excitement | Watching the game from regular seats | VIP access, stadium insights, and enhanced fan interactions |
| Post-Game Experience | Limited options to relax or celebrate | Post-game reflections, celebrations, and curated social experiences at the hotel |
| Overall Fan Engagement | Moderate, local-focused | Immersive, end-to-end journey that blends hospitality, rugby culture, and personal connection |
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