Cai Morgan has joined the Welsh Rugby Union as its first director of content. An experienced, bilingual content producer, Morgan leaves his post as head of digital at Welsh production house Boom Cymru TV (owned by ITV Studios).
Morgan said the new role represents an opportunity to combine more than 16 years of experience creating content for major broadcasters with a lifelong connection to the rugby community. “Having spent the last 16 years creating digital and social content for some of the UK’s biggest broadcasters and channels, I’m excited to now bring that experience into Welsh rugby at such an important time for the game and the sport.”
He added: “For me, and for millions across Wales, rugby has never just been a sport. It sits at the heart of communities across the country, from the grassroots game right through to packed international days at Principality Stadium. Welsh rugby is one of the richest cultural stories in world sport, and there’s a huge opportunity to tell that story in new ways, showcase more of the brilliant people and communities that make the game so special, and connect with a new generation of supporters.
Morgan will lead a new content team, focused on telling stories about Welsh rugby to the nation and across the globe, using the WRU’s channels.
WRU chief commercial officer Tomos Grace, who joined from YouTube last January, said: “We are evolving our content creation from a primarily Match Day into an Every Day function and Cai will be leading the way for us. We want to tell the stories from the clubs around Wales, get to know the characters at the heart of our clubs and the central role they play in their communities. We also want to get closer to our elite players across the men’s and women’s game, to learn what drives them, help their supporters truly understand them and help inspire the next generation of talent.
Grace said: “Working at YouTube, I saw the importance of digital platforms in engaging rugby fans, particularly younger fans. Cai’s arrival signals our intent to significantly further enhance our digital storytelling. He’s a hugely respected TV and digital executive and we’re lucky to have him joining us.”
