A new Group Sales and Marketing Manager has been appointed by the Welsh Rugby Union and tasked with driving forward its commercial impact and activity in Wales and beyond.

Craig Maxwell has been recruited from the American Under Armour sports and leisurewear Group where he ran the UK and Ireland sports marketing operation.

He has first hand knowledge and experience of commercial activity within professional rugby having previously spent four years working in the WRU’s sales and marketing team.

His return to the WRU takes place as the union has delivered record turnover figures of around £50 million and distributes more money back into the sport in Wales then ever before.

The WRU is focused on continuing to build its revenues to develop and build the national sport of Wales at all levels.

The Group Chief Executive of the WRU, Roger Lewis, said: “I am delighted that Craig Maxwell is joining us at a time when we have built a solid foundation from which to build our commercial success.

“Craig is an astute salesman with outstanding personal skills. He is passionate about the game and is committed to developing our brand activity.

“We recently signed a hugely important kit sponsorship contract with Admiral, one of the UK’s leading companies and it is deals such as this which truly signpost the potential of the WRU brand.

“The brand of Welsh rugby is huge not just in Wales but around the world and we now have in place a team capable of exploiting our potential to the full.

“With Craig joining us I am confident we can go from strength to strength in a market place which has undoubted economic challenges but a huge store of opportunity as well.

“The Welsh team is playing engaging and compelling rugby which fills our Millennium Stadium or venues abroad and commercial organisations want to be part of that.

“Over the past couple of years I have focused a huge amount of activity on developing a winning Wales team by recruiting the best coaches and back up staff available.

“Alongside that our international pathway squads, sevens team and the womens squad now train at the WRU National Centre of Excellence which is a worldclass sporting environment.

“We have the rugby structure in place and now is the time to expand our commercial exploitation of our rugby for benefit of the game as a whole.

“These are exciting times and we are lucky here in Wales that we boast a fantastic fan base to help us move forward with energy and dynamic force.

“We own and operate the Millennium Stadium which is now a sports and events venue of international standing as well as being an iconic symbol of Wales around the world.

“We boast an array of high profile activity and a wide fan base which all delivers great opportunities for our sales force and marketing team.

“Craig has developed key contacts in the commercial world and he knows Welsh rugby is something which successful companies want to be part of.”

Craig Maxwell said: “My long term ambition has always been to manage the sales and marketing brief for the Welsh Rugby Union so I am absolutely delighted to have this opportunity to help grow the national sport of Wales.

“The brand of Welsh rugby is recognised the world over and we must exploit that to the full in order to help sustain and build the national sport of Wales.

“My immediate aims will be to drive up revenue, increase the financial value of the organisation, develop our retail operation significantly and engage fully with the rugby community here in Wales.

“I know there is a great commercial team in place at the WRU and my task will be to ensure we are all working together to make the best of all the opportunities we are presented with.

“As a member of the senior management team at the WRU I will be at the heart of the strategic planning and decision making processes which will ensure our commercial activity will always be totally up to date and focused.

“I have gained vast experience from my time with Under Armour and, in my new role, I will ensure our relationship with them as our kit manufacturers will thrive and prosper.”

After originally joining the WRU in 2004 Craig, who is 28 and from Pembrokeshire, worked within the commercial team on sales, hospitality, and sponsorship before leaving four years later to join Under Armour.

He has already joined the organisation and will be based at the Union’s Millennium Stadium headquarters.