The mind behind cricket's Hundred on his 'Prem' relaunch

The Premiership is rebranding as "the Prem" for next season with a new logo and a focus on physicality and excitement in rugby. Rob Calder, the league's chief growth officer, aims to make the league more appealing to wider audiences by emulating the punchy and dynamic branding of sports like UFC. The goal is to attract new fans and expand the league's reach beyond its current audience.