Premiership Rugby’s innovative “away end” initiative, which seeks to amplify the matchday atmosphere, is set for its most significant implementation to date. This will occur during the highly anticipated East Midlands derby on May 9th, where a specific section of Leicester’s Mattioli Woods Welford Road stadium will be designated for Northampton Saints supporters.
This pivotal fixture carries considerable implications for play-off qualification and seeding, as the Saints currently lead the table with Leicester Tigers holding third place.
The “away end” concept will also be extended to the following weekend when Leicester travels to face Sale, offering Tigers fans the opportunity to sit together in a unified away section.
The idea, first trialled last season during games such as Saracens versus Gloucester and Leicester against Harlequins, aims to enrich the stadium experience for both attendees and broadcast audiences.
It’s important to note that this system does not enforce complete segregation akin to football matches. Visiting supporters still have the freedom to select seats in other areas of the ground, allowing them to mingle with home fans if they wish.
Rob Calder, Premiership Rugby’s Chief Growth Officer, commented on the initiative: “The trials conducted last season offered invaluable insights into how dedicated zones for away supporters can significantly elevate the matchday experience and enhance the on-screen product for those watching at home. Our objective is to cultivate more vibrant atmospheres, intensify the passion inherent in rivalries, and ensure fans have an even more memorable experience when they attend Gallagher Premiership matches.”
