DARING TO DREAM
Our international teams put themselves in a position to win honours at major international tournaments – reaching a Rugby World Cup semi-final, for example, where teams are in touching distance of a trophy.

WINNING HEARTS AND MINDS
All aspects of our game are worthy of the rightful place rugby takes in the hearts and minds of our supporters. Our rugby permeates the collective consciousness in Wales but also reaches around the globe reflecting and celebrating the positive cultural values of our nation.

A PATHWAY TO BE PROUD OF AGAIN
A healthy and expanding player pathway which supports our ambitious plans for success in our professional game and at senior international level, identifying, retaining and caring for our Welsh rugby talent.

GROWING HER GAME
A thriving domestic community league which has become a breeding ground for professional Welsh talent, retaining and caring for that talent allowing a platform for the continued commercial growth of the Women’s game.

SUCCESS AT CLUB LEVEL
Our professional clubs are regularly winning matches, competing for honours and attracting a fanbase befitting of their status as the standard bearers for our domestic game, both at home and abroad. 

A JERSEY FOR EVERYONE
Ensuring the opportunity to enjoy rugby is available to all of our children and their families through our rugby clubs and our schools and pro-actively, through  programmes which take our game to parts of Wales previously neglected or most difficult to reach.
 

BEING THE FIRST CHOICE SPORT
Rugby is a first choice sport for participation in Wales and continues to enhance the lives of communities and families throughout the nation in a manner reflective of its cultural importance.
 

LEADING FROM THE FRONT
The leaders, strategists and opinion formers at the Welsh Rugby Union show diversity of thought and action and truly reflect and represent the full cross section of our Welsh communities. 

THE GREATEST STADIUM IN THE WORLD
Principality Stadium provides best in class customer experience and continues to be a must-play, must-visit venue competing in a global market-place to attract the biggest and best events and a supporter-base that is the envy of equivalent stadia around the world.

UNFORGETTABLE EXPERIENCES
Consistently selling out our stadia across Welsh professional rugby where demand regularly outstrips supply.  Creating a growing audience for whom watching rugby is a ‘go to’ recreational activity for domestic supporters and, like Principality Stadium events, a ‘must visit’ experience for any visitors to Wales.  

COMMUNICATING IS KEY
A dynamic, evolving, inspiring and sector leading digital footprint in world sport befitting of a nation where ‘rugby matters more’ ensuring new and existing supporters are able to interact with and enjoy our game on their terms, when, where and however they need to.

HEART OF OUR COMMUNITIES
Inclusive, welcoming environments where rugby is delivered. Appropriate facilities that are fully utilised by the communities around them ensuring a thriving environment for all those engaged with the game. 

WELSH RUGBY UNIFIED
Our Welsh professional game speaks with one voice and utilises the inherent rivalry necessary on the pitch to work collectively towards one goal off the pitch, i.e. the universal success of our Welsh teams.
 

FORWARD LOOKING
Financial stability and sustainable growth leading to ongoing success in our professional game. A strategic vision which is underpinned by prudent financial management which inspires and sustains the game in Wales at all levels.

CRYS I BAWB
A commitment that equality, diversity and inclusion will sit at the heart of everything we do to ensure best practice and attract and retain the best talent on and off the field. Delivery of our EDI strategy will guide us to success and help shape a progressive and welcoming company culture to be proud of.