Chief commercial officer of the Welsh Rugby Union, Leighton Davies, said a greater focus on ‘sweating the asset’ of the Principality Stadium, including installing frictionless technology to significantly speed up food and drink sales, would form a key part of a five-year turnaround strategy implemented after it had breached banking covenants.

Mr Davies, who first joined the union as chief finance officer in the spring of 2024, said despite some commercial headwinds facing the game more widely, such as reducing valuations on broadcast deals, the union is tracking to deliver record revenues of £117m in the current financial year to the end of June 2026.

With the WRU overseeing a live consultation on the number of regions going forward, where its current preferred option is reducing the num

See Full Page