Find out about our work on the definitive, expert-led annual ranking of the world’s best rugby players and how it drives huge engagement, makes global headlines and wins awards.
Services
RugbyPass wanted a campaign that would engage its global sports audience and plug the otherwise quiet gap between the Autumn Nations Series in November and the next Men’s Six Nations in January.
Specifically, they also wanted an integrated campaign that would showcase RugbyPass’ editorial and rugby expertise and incorporate SEO, Content, PR, Social, Email and other marketing channels.
Lastly, this needed to be “hero content to hang out hat on” - from this, the ‘RugbyPass Top 100’ was born.
We initially envisioned the Top 100’s format to be similar to the staggered rundown of the Guardian’s yearly list of 100 best footballers, but delivered in a more engaging and authoritative way.
As such ensuring we utilised a large, global representation of RugbyPass’ journalists to make the rankings was pivotal - so readers/Google would recognise the 100 players were expert-picked, sending clear EEAT signals.
To date, we’ve run two campaigns (2024 and 2025) at the same time each year and the next installment is set to be the biggest yet.
Main content
RP’s writers make the listings with each having c.100 words of copy, an image, ‘killer stat’ and quote.
These are then periodically released across two weeks on a custom-made page that is updated daily.
The page is also interactive and allows users to see yearly ranking changes and filter the rankings by features like nationality and position.
We also optimised/re-optimise the content asset for high value keywords to help drive more traffic and engagement.
Initial promo
To drum up interest in the Top 100 we also curate and run content over various channels, including RugbyPass’ socials, email and native ads.
In 2025 we also worked with the experts at Moonsport to produce a promotional video.
Additional marketing
The same channels are also utilised throughout the campaign, plus RugbyPass’ Editorial Team run additional articles to again drive more external interest.
To broaden reach, we also interview experts and legends of the game about the rankings, leveraging their views to create news that gains global coverage and shares.
The RugbyPass Social team also creates a content calendar to tease and then periodically promote the 100. The ‘Top100’ is also in RP’s mailshot and promoted via onsite native ads to encourage clicks.
We also have a trophy made each time to give to the world number one.
To date, the Top 100 has seen nothing but success and continues to smash objectives and be a flagship piece of content for RugbyPass.
Links gained
Pieces of international coverage
Global audience reach
Keyword rankings achieved
Social engagements
Sessions each campaign
Coverage
With strategic PR and outreach the Top 100 has earned global coverage in publications including:
Keywords
The Top 100 page has achieved some impressive keyword rankings:
Social
The campaigns have seen some amazing shares by some of the world's top rugby stars:
Awards
The campaigns have received recognition from some of the world's most prestigious marketing awards bodies:
Whether you’re looking to improve visibility, respond to a Google update, address lost traffic issues or need help with a migration, we can help.
Speak to our SEO experts today. We’d love to create a bespoke organic search strategy that will meet your objectives.
