Building a successful rugby team is as much about business and brand-building as it is about what happens on the field.
Fijian Drua General Manager Commercial Shane Hussein mentioned this while speaking at the start of the week-long rugby symposium focused on the future of rugby in Fiji.
He says without marketing, there is no sponsorship - without sponsorship, there is no money, and without money, Fijian rugby simply cannot grow or thrive.
He says back in 2021, the Drua were brand new with no staff, no facilities, no fan base, and no presence in Super Rugby.
Hussein says they were going against clubs that have been in Super Rugby for decades, and they had to do something that was simple yet effective, and they had to be consistent at it.
He says their strategy was to ensure the Drua were visible everywhere — from billboards, to television, newspapers, social media, and even supermarket shelves.
Hussein says today, the Drua lead Super Rugby in jersey sales, averaging over a quarter of a million online viewers per match, and regularly pack the stands at home games.
He adds that these lessons aren’t just for big teams, but they apply to grassroots rugby as well, including the Skipper Cup, vanua competitions, and school tournaments.
Hussein emphasised that people involved in the sport should focus on sharing real, relatable stories rather than using technical terms or coaching jargon.
He says, for example, if someone crossed a flooded river just to get to training — that is powerful, and that is the kind of story people connect with.
Hussein also criticised schools and unions that are banning media coverage, saying such actions are counterproductive and harmful to the players.
He acknowledged that 2025 had been a tough year for the Drua, with no finals appearance and vocal criticism from some fans; however, revenue still increased heading into 2026.
He says that is what a strong brand does — it survives, even in hard times.
Hussein urged everyone involved in Fijian rugby - from grassroots clubs to professional teams - to embrace marketing and storytelling as essential tools for growth.
He says by understanding their fans, sharing authentic stories, and building strong brands that attract sponsors, the entire rugby community can secure its future and thrive together.
@fijivillage.com Marketing is key to rugby growth in Fiji - Hussein #fiji #fyp ♬ original sound - fijivillage
