The Rugby Football Union has appointed Bill Sweeney as its new chief executive. Sweeney has spent five and a half years as the British Olympic Association’s chief executive and, while he has little rugby experience, does have a proven commercial track record and will be charged with guiding the RFU out of financial turmoil.
Sweeney replaces Steve Brown, whose shock resignation after 14 months in the job last November came amid growing criticism of the RFU’s parlous financial state. Shortly before his departure the RFU announced a £30.9m loss following 62 redundancies.
The RFU placed a premium on commercial experience rather than a strong rugby administrative CV during the recruitment process and Sweeney’s success in turning the BOA’s £700,000 losses in 2014 to record profits in 2016 will have played a key role in landing him the job.
At the BOA Sweeney also oversaw Great Britain’s performances at the Sochi 2014, Rio 2016 and Pyeongchang 2018 Olympics. Before that he worked for Puma and Adidas and he has corporate management experience with Shell, Mars and Unilever. “He brings a rare combination of experience from the worlds of blue-chip business and elite sport and has a tremendous track record in both,” said the RFU’s chairman, Andy Cosslett.
While Sweeney had playing stints with Aberdeenshire and Rosslyn Park in his youth, he has no rugby administrative background. The RFU was unable to confirm his start date but will hope to secure his early release from the BOA. When he arrives he will find a stacked in-tray amid discussions of the restructuring of the global calendar, a groundbreaking new broadcast deal for the Six Nations and an increased push from the Premiership clubs to ringfence the top flight.
He will also play some part in identifying a successor to Eddie Jones – with whom Sweeney has worked closely preparing for major events in Japan – but Nigel Melville will continue to oversee the process.
Melville took over as interim chief executive after Brown’s departure but will revert to his previous role as the RFU’s director of professional rugby when Sweeney arrives. Sweeney said: “This is the only opportunity that I would have left the BOA for. From the grassroots game to our England teams, rugby’s values and opportunities are very special. I am passionate about the game and it is an honour to be joining the RFU team.”
