Increasing youth participation necessary for sports brand growth

Canterbury’s parent company says rugby faces competition from other games but if they get kids playing, it creates opportunities for them to support their teams

Joe McCarthy scores for Ireland against Romania at the Rugby World Cup earlier this month. Picture: Dan Sheridan/Inpho

Sports brands need to take an active approach in increasing youth participation to ensure market growth, according to Simon Rowe, vice-president of global sports marketing at Pentland.

Pentland is the parent company of Canterbury, which recently extended its partnership for the Irish national rugby teams to 2028.

Rowe told the Business Post that it is in the commercial interest of brands like Canterbury to ensure youth participation in sport is increased.

“Increasing participation in rugby ...