July 9 - National Collegiate Rugby (NCR) has appointed sports marketing executive Alicia Richardson as its new Marketing Director. Richardson joins the organization to spearhead NCR’s strategic marketing direction, brand narrative, and growth initiatives as college rugby continues to expand its footprint across the country.
Richardson brings nearly a decade of creative strategy and sports marketing experience to NCR. She previously served as the Vice President of Marketing for Major League Rugby (MLR), where she directed regional campaigns across 13 North American markets and reported directly to the Board of Governors to build the league's brand advocacy. Prior to her time at the league level, Richardson was the Marketing Director for the Seattle Seawolves, leading the franchise to the top spot in the league for all content, marketing, and sales metrics during their 2019 season. Most recently, she founded Lilo Creates, a creative studio delivering brand design and marketing strategy for sports and luxury clients.
At NCR, Richardson will oversee all marketing, digital strategy, brand visuals, and public relations initiatives. Her responsibilities will include bridging data-driven strategy with creative storytelling to engage fans, support NCR's nearly 700 clubs and 20,000 members, and expand the commercial reach of collegiate rugby.
"Alicia’s proven track record of scaling rugby in North America makes her the perfect leader for our marketing efforts," said Wade Smith, Chief Operating Officer of National Collegiate Rugby. "She understands the unique landscape of the sport and has a demonstrated ability to drive ticket sales, media coverage, and audience growth. We are excited to welcome her to the team as we enter our next phase of growth."
"I am thrilled to return to the rugby community and step into this role with National Collegiate Rugby," said Richardson. "College rugby holds immense potential for growth, fan engagement, and community building. I look forward to working with the board, the management team, and our member clubs to elevate the NCR brand and share the incredible stories of these collegiate athletes."
Richardson holds a Bachelor of Arts in Advertising & PR and Business Administration from Chapman University, and studied Product & Event Marketing at the University of Otago in New Zealand.
