Rugby Union: Workplace ethics and family culture Peter Deakin, Saracens' marketing director, reveals his strategy for prosperity

• Published in: Independent (London, England : 1986)
• Main Author: Deakin, Peter
• Format: Newspaper Article
• Language: English
• Published: London (UK) Independent Digital News & Media 08.03.1998
• ISSN: 0951-9467

This "club in the community" theme is the key to success in professional sport. A strong, continuous bond between the local people and the players - get this right and every other aspect will begin to look after itself. At Saracens, the "Rugby in the Community" programme is the flagship of everything we have done since our move to Watford last summer. The club is striving to be an active participant locally, to have regular contact with schools, clubs, organisations and charities. Since August 1997, more than 4,000 local youngsters have been involved in the community programme and, with a commitment from the Saracens' playing staff, they have met the big names in the process. Attached to this is our "Tickets for School" scheme, which allows youngsters to watch Saracens play at Vicarage Road. Another project that has had a huge impact is the "CashBack" scheme. The basis of this is that clubs, schools and other organisations take a block of tickets to sell and are given back a cheque from Saracens for half the value of their sales. Since the launch of CashBack at the Bath game in early December last year, over pounds 22,000 has been given back to the community and more than 115 organisations have benefited. Clubs have been able to plan tours, schools have purchased more sports equipment and charities have increased their revenue while enjoying their visits to see Saracens - it's a win-win project. One local Watford club, Fullerians, have generated over pounds 2,000, and have reinvested some of this back into Saracens to sponsor the first XV skipper, Tony Diprose, who will present his playing kit to them at the end of the season. At our game today against Wasps nearly pounds 20,000 will be given back to organisations.