National League Rugby and Cluberly Announce Strategic Partnership to Support Grassroots Rugby

Cluberly is proud to announce a new strategic partnership with the National League Rugby (NLR), marking an important step forward in delivering sustainable funding solutions to rugby clubs across England.

The National League Rugby represents clubs competing at Levels 3 and 4 of the English rugby union pyramid. Operating beneath the Premiership and Championship tiers, the NLR supports some of the most historic and community-rooted clubs in the country. These clubs form the backbone of competitive grassroots rugby, providing a pathway for players, coaches and volunteers while maintaining strong ties to their local communities. Beyond organising fixtures and competitions, the NLR plays a vital role in governance, standards, commercial development and the long-term sustainability of its member clubs.

The partnership between Cluberly and the NLR has been carefully considered and developed over time. Given the regulatory framework surrounding rugby union in England, approval from the Rugby Football Union was required before the collaboration could formally proceed. Securing that approval was a significant milestone and reflects both organisations’ shared commitment to ensuring the initiative aligns with the broader interests of the sport.

At the centre of the discussions was NLR Chairman John Inverdale, who met personally with the Cluberly leadership team. Following detailed conversations about the platform, its community-led model and its potential impact on league clubs, he offered his full backing to the partnership.

John Inverdale commented:

“National League Rugby clubs are deeply embedded in their communities. They rely not only on matchday income, but on the goodwill and ongoing support of their members and supporters. Cluberly presents an innovative mechanism to channel everyday financial activity into meaningful funding for clubs. After meeting the team and understanding the model in detail, I am confident this partnership has the potential to deliver real value across our leagues.”

Cluberly’s model is designed specifically to support grassroots organisations. Through its affiliate programme, clubs are able to register and promote the app directly to their supporters. When supporters subscribe and nominate their club, a proportion of Cluberly’s revenues is directed back to that club on an ongoing basis. In addition, affiliate clubs benefit from marketing support, branded integration within the app and access to a back-office suite that allows them to communicate directly with their fan base.

Importantly, this partnership comes at a time when many supporters themselves are facing financial pressures. Rising living costs and economic uncertainty have made saving and investing more challenging for households across the country. Cluberly addresses this directly by providing practical tools to help individuals build better financial habits, whether through structured saving, managed investment options or simple everyday features designed to make money management easier.

The wider Cluberly proposition centres on combining these personal financial tools with meaningful community impact. By committing to donate 50% of its main revenues to good causes, the platform positions itself not simply as a fintech app but as a funding engine for clubs, charities and schools. For supporters, this creates a genuine win-win proposition: an app that helps them improve their own financial position while simultaneously generating recurring income for the club they care about. For National League Rugby clubs operating with limited commercial budgets, it offers a sustainable revenue stream without increasing ticket prices or placing additional strain on volunteers.

Kevin London, Founder and CEO of Cluberly, said:

“This is about alignment. Supporters want to back their clubs, but they also need to look after their own finances. If we can provide a platform that helps them save and invest more effectively, while at the same time directing funding back into grassroots rugby, that is powerful. It becomes a shared journey between the individual and their club.”

A key outcome of the discussions with NLR clubs was the recognition that digital engagement is increasingly important. Many clubs are seeking better ways to communicate fixtures, share news, promote sponsors and engage supporters beyond matchday. That feedback directly influenced Cluberly’s product roadmap.

As part of this partnership, Cluberly has committed to developing enhanced in-app functionality tailored to clubs. This includes dedicated news feeds, fixture updates, event promotions and sponsor visibility within each affiliate club’s digital space. The initiative ultimately inspired the development of a more advanced Affiliate Portal, enabling clubs to manage content, track engagement and measure the financial impact generated through their supporter base.

This evolution reflects the collaborative nature of the partnership. Rather than simply offering a financial tool, Cluberly is working alongside the NLR to build features that respond to the real operational needs of league clubs.

The NLR will now actively promote Cluberly to its member clubs and supporter networks, encouraging widespread adoption of the affiliate scheme. The shared objective is clear: to create a scalable, league-wide funding model that strengthens clubs financially while deepening supporter engagement.

The partnership represents a forward-thinking approach to sustaining competitive rugby at National League level. By aligning technology, finance and community, both organisations believe this collaboration can help secure the future of grassroots rugby for years to come.