Last season's Slater Cup held at Villa Park marked a significant episode for Gloucester Rugby, hosting their inaugural "Big Game" event outside their traditional home ground, Kingsholm. Despite the notable attendance, drawing nearly 25,000 fans, the club has decided to revert the venue back to Kingsholm for the 2026/27 season following a comprehensive evaluation which included significant input from the supporters and stakeholders.
While the event was seen as a step forward to expand Gloucester's fanbase and enhance their brand, the Leicester Tigers dominated the match with a final score of 36-17, retaining the Slater Cup. This was a part of a broader trend in the Gallagher PREM with other clubs like Harlequins, Bristol Bears, and Saracens also hosting league fixtures at larger venues.
Following the event, Gloucester conducted a 'thorough review' influenced heavily by the feedback from those who matter most—the fans. The review also took into account upcoming developments at Villa Park.
"Listening to and understanding the views of our fanbase is an important part of how we make decisions as a club," said Alex Brown, CEO of Gloucester Rugby.
This collaborative approach underscored a key learning point from the Villa Park experience. Despite the benefits of broadening the team’s reach, the sentiment of the supporters suggested a strong preference for the familiar, intimate environment of Kingsholm.
A club statement confirmed the decision, noting that while the move to host the Slater Cup at Villa Park was a valuable experiment in broadening the club's presence, the return to Kingsholm was driven by the supporter feedback and ongoing enhancements scheduled at Villa Park which would likely affect future big-scale events there.
In addition to the location shift, the club remains committed to exploring other opportunities that could help in the growth and reach of their brand, potentially including other ‘Big Game’ fixtures in different venues, reflecting on what has worked and what can be improved upon.
"The experience at Villa Park reinforced the opportunities that Big Game fixtures can create in terms of growing our reach, attracting new audiences, and strengthening Gloucester Rugby’s position for the future," added Brown.
As Gloucester Rugby looks to the future, their core focus remains on enhancing the matchday experience at Kingsholm, ensuring that fans continue to enjoy the high-energy and close-knit atmosphere that the traditional venue offers. The club expressed its gratitude towards Aston Villa for their support and partnership during the event and looks forward to continued engagement with their supporters, who are integral to shaping the club's direction.
The next Slater Cup in March 2027 at Kingsholm is anticipated with great enthusiasm, promising a return to the cherished home turf where fans and players alike feel a deep connection. Gloucester Rugby appreciates the ongoing passion and engagement of their supporters, whose insights and loyalties help steer the club's strategic decisions.
