Fans ‘cringe’ after PREM club state they view themselves as a 'marketing agency that plays rugby'

Clubs within the PREM and England have a proud history within the sport, as several have lifted the pinnacle competition in Europe.

Six English teams have won the competition, including Saracens, Bath, Leicester Tigers, London Wasps, Northampton Saints and Exeter Chiefs.

All these clubs have won the PREM too on at least two occasions, with eight of the current sides currently in the competition having lifted the top flight of English rugby.

Two teams not to have lifted the trophy that currently play in the PREM are Gloucester and Bristol Bears, and a recent interview with the Independent gives a potential explanation of why the latter of the two clubs have yet to win the competition.

The chief executive of Bristol Bears, Tom Tainton, has described the PREM club as “a marketing agency that plays rugby”.

This view came when Tainton was talking about the recruitment strategy of the club and how they take into account the marketability of its stars.

He explained at SportPro London: "There is no point going to market and spending marquee money on a player and just expect them to do something between the white lines on a Saturday.

“In the grand scheme of things, nobody remembers how Bristol got on against Harlequins two years ago. They will remember how a player made them feel.

“At Bristol Bears, we don’t call ourselves a rugby club. We are a marketing agency that plays rugby. Yes, our players have to be competent and able to deliver on the field, but if they are not bringing any value off the field, that genuinely factors into our recruitment conversations."

This statement has sparked a huge reaction online from rugby fans, particularly those with traditional views of what are the characteristics and approach a rugby club should have.

Awful awful quote. First and foremost sport is a business. BUT to dismiss the fact that it is also sport and there are paying customers and genuine sports fans that will cringe at this. And rightly so! Without the Rugby team Bristol Bears as a ‘marketing agency’ is nothing https://t.co/4cyGAiezlr

— Outlawed Rugby League Podcast (@OutlawedRugby) April 30, 2026

One fan wrote: “You would NEVER see a French rugby club describe themselves as 'marketing agency that plays rugby'. Nor would you see them launch such a cringe rebrand equivalent to Bristol Bears.

“Why are segments of PREM rugby seemingly so keen on making their brand as plastic as possible?”

Another fan added: “It's been 24 hours and I still can't get over how awful this statement is from both a marketing and a rugby point of view. My toes won't uncurl.”

While one said: “I’m sure I’m not the only one who finds Bristol Bears and the whole Gallagher Prem branding incredibly cringeworthy. Rugby for hipsters.”

Yet one rugby fan believed he had the solution for how Bristol Bears could help their marketability and grow the club.

They said: “The best marketing Bristol Bears could do would be to win something.”

This may have been an unfair comment, as the club have won the EPCR Challenge Cup in 2020; it is just that they are yet to win the elite European competition, the Champions Cup, or a PREM.

However, they have the chance of winning the PREM this year, as they are in the hunt to finish in the playoffs at the end of the season as they currently sit fifth.

The Bears are just a point behind Exeter in fourth and currently occupy the last spot for the playoffs with just four games of the English top-flight regular season to play, so they are well in the fight to win their first PREM title.