Salford RLFC.
PR and brand messaging for a consortium bid
Thechallenge.
When local rugby league Salford Red Devils were liquidated at the end of 2025, a consortium of former players and local business leaders stepped forward to bid for ownership.
They had no prior PR experience and very limited time to build public and media momentum.
The stakes were high and the narrative needed to demonstrate credibility, stability and genuine commitment to the club’s future.
Insightand strategy.
This wasn’t just about a bid, it was all about building back fan and community trust and belief.
We therefore shaped all of the external messaging around transparency, accountability and putting the fans first.
With our strong local media relationships and quick comms capabilities, we were able to offer rapid support to ensure the consortium controlled the narrative from day one.
The aim was simple: build visible public support and credible media momentum at pace.
Results
Pieces of coverage
Attendees at the Fan Forum
Social followers
Ourexecution.
From day one, speed and control of the narrative were critical. We drafted and distributed the consortium’s official bid announcement to a range of local and sports press, securing interviews with bid leader and former player Mason Caton-Brown, and positioning him as both credible and emotionally invested in the club’s future. Media briefings ensured messaging was consistent across every appearance, whether regional broadcast, national sports press or local radio.
The Phoenix bid was successful, and so from there we maintained a steady flow of updates across regional and national media to demonstrate momentum and keep public backing visible.
We also supported the organisation and promotion of a major fans forum. This event introduced the new leadership team, unveiled the new kit and allowed supporters to ask questions directly. Securing BBC North West attendance, alongside other key outlets, ensured the event was not just a community moment but a visible statement of credibility and transparency.
We managed all social media channels throughout the bid process and win. All content was aligned with press activity to maximise pickup, generate conversation and demonstrate active public support. The constant stream of structured content drove further organic media coverage and reinforced the perception of momentum around the bid.
Measurableimpact.
In six weeks, coverage exceeded 120 pieces across the likes of ITV Granada, BBC North West, Sky Sports, BBC Radio Manchester, The Sun and Manchester Evening News, Serious About Rugby League, All Out Rugby League, Love Rugby League, Total Rugby League and Rugby League Hub.
More than 1,000 fans attended the forum, which was an incredible evening and a visible demonstration of community backing. During the same period, social channels grew by over 11.5k followers, reflecting strong public engagement and sustained interest.
The consortium has since stated that the visibility and communications momentum generated by Rumpus during this period played a role in strengthening their position and ultimately securing the successful bid.