**WRU Appoints Leighton Davies as Chief Commercial Officer Amidst Tumultuous Period for Welsh Rugby**
The Welsh Rugby Union (WRU) has unveiled Leighton Davies as its new Chief Commercial Officer, a significant move during what many are describing as a turning point for the sport in Wales. Davies, who is expected to take up his new post later this summer, will be stepping aside from his current duties as Chief Operating Officer, with the organisation now seeking his replacement in that role.
Davies’ career with the WRU spans a relatively short but impactful period. He joined as Chief Financial Officer in March 2024, quickly progressing to Chief Operating Officer, and his rapid ascent highlights the confidence the Union’s leadership places in his abilities. In addition to these roles, Davies is a member of the Professional Rugby Board, giving him a front-row seat to the decision-making processes shaping the sport.
The newly created role of Chief Commercial Officer replaces the previously mooted title of Chief Growth Officer. This shift reflects the pressing need for growth strategies across the WRU and the entire Welsh rugby landscape. The Union has signalled that the revamped position is designed not only to bolster commercial viability but also to support the broader ecosystem of Welsh rugby at a time when fresh strategic direction is sorely needed.
Davies shared his enthusiasm for the challenges ahead, stating: “Welsh rugby is brimming with untapped promise—that’s precisely what draws me to this position. The sport, both domestically and globally, is encountering significant hardships, but I am energised by the potential within our new strategy and plans. There’s a real opportunity here to turn adversity into growth.”
The appointment comes at a particularly volatile time for Welsh rugby’s professional clubs. The Ospreys and Scarlets have both declined to sign the new Professional Rugby Agreement (PRA), citing anxieties that the WRU’s backing of Cardiff may pave the way for the capital team to become a so-called ‘super club’. In the wake of Cardiff and Dragons signing what is known as PRA 25, the WRU invoked a two-year notice clause under the old agreement, placing the western clubs in an uncertain position.
These moves have fuelled speculation that the professional game in Wales could contract, with some analysts even suggesting a reduction to as few as two clubs might be possible. The next few months are expected to be critical, with the direction and structure of the domestic game hanging in the balance. Against this backdrop, Davies’s appointment takes on added significance.
WRU Chief Executive Abi Tierney highlighted the urgency and importance of Davies’s new role, saying: “We’re very pleased that Leighton has agreed to step into such a pivotal post for Welsh rugby. His appointment comes at a time when we are doubling down on efforts to professionalise and commercialise our operations in line with our five-year One Wales plan. The challenges facing our game require strong leadership and vision in this key position.”
The broader Welsh rugby community will inevitably keep a close eye on developments within the WRU as these strategic changes unfold. Davies’s background in finance and business operations, coupled with his grounding in Welsh rugby administration, position him uniquely to navigate the turbulent waters ahead.
While the uncertainty surrounding the future of some of Wales’s most storied clubs remains, stakeholders from grassroots participants to supporters of the regional outfits will be hoping that this latest appointment can deliver a more stable and prosperous era for domestic rugby.
With such high stakes, the WRU and its new CCO will find themselves under intense scrutiny—not only from inside Welsh rugby but also from the wider sporting world looking to Wales as a case study in how tradition and transformation can coexist. As the dust settles and conversations progress, Davies’s vision and leadership may well prove decisive in shaping the future not just of the WRU, but of rugby in Wales as a whole.