While the world watches Wales take on the All Blacks on the pitch, a digital transformation is unfolding behind the scenes. The Welsh Rugby Union isn't just managing a sport; it's operating a sophisticated digital ecosystem that serves 225,000 monthly visitors, powers grassroots leagues, and monetizes a $123.8M annual revenue machine. This is the story of how tradition meets tech.

"They're not just running a sports federation; they're operating a full-stack digital media and community platform that happens to have rugby at its core."

The tech stack is where things get interesting. Built on Vue.js and Nuxt.js with Tailwind CSS and Bootstrap, they've chosen modern frameworks that scale. AWS CloudFront ensures the platform can handle the traffic spikes when Wales plays England, while OneTrust handles GDPR compliance—a critical consideration for any EU-facing organization. This isn't legacy tech; it's a forward-looking stack that can compete with commercial sports media platforms.

• Monetizing a $123.8M revenue stream through digital channels, not just matchday tickets
• Building a direct-to-consumer relationship with 225K+ monthly visitors (51% organic)
• Creating a unified platform (MyWRU) that serves everyone from grassroots to elite
• Leveraging social media across 5 platforms (TikTok, Twitter, YouTube, Facebook, Instagram) for community building