New promotional campaign drives Super Rugby 2025 season launch

A Super Rugby season described as the 'most important in decades' is set to commence this weekend with the competition set to include a series of law tweaks intended to encourage attacking games.

The 2025 edition will start with a blockbuster Grand Final rematch as the Blues take on the Chiefs at Auckland's Eden Park.

The season is being promoted via a link with brand platform ‘The Power of the Pacific,’ designed, according to advertising agency GAME Creative, to capture “the raw energy, cultural depth, and unique spirit that makes rugby union the most powerful code of football across Australia, New Zealand, and the Pacific region.”

Dan Beaumont, founder of GAME Creative, appointed lead creative agency for Super Rugby Pacific, New Zealand Rugby and Rugby Australia, advised “this is super exciting for us - rugby is close to my heart.

“We’re honoured to play a role in supporting such an important sporting competition in Australia and New Zealand, especially at a time when the code is at a turning point. This campaign is about celebrating what makes Super Rugby Pacific truly special - its cultural connection, its intensity, and the undeniable power of the game.”

Dan Wilkins, Head of SRC and Community Rugby Marketing, Rugby Australia, praised GAME’s approach, noting “the GAME team completely understood the brief and what was required for this season’s campaign. Their ability to generate strong ideas and execute them quickly has been critical to delivering a campaign that’s fresh, engaging, and ready for launch.”

Olivia Sparks, Senior Marketing Manager, New Zealand Rugby, is looking forward to a successful Super Rugby season, adding “the new campaign sets the competition up perfectly for a huge start. The logistics were immense for this roll-out and the team from GAME handled it seamlessly. We can’t wait for the season to get going.”

Law changes for the competition see conversion times being cut from 90 seconds to 60 while there is more protection for scrum halves to kick or clear. A call of 'play on' for lineout throws is intended to quicken the flow of the game and reduce stoppages for faster resumptions of play.

Image credit: Super Rugby.