For the 2025 Six Nations, Sage wanted to do more than crunch numbers—they wanted to show rugby through both data and personality. To make it happen, they teamed up with England legend Ben Youngs, whose wit, insights, and credibility gave the campaign real fan appeal.

The ActiviTy

Across February, Sage rolled out a series of interactive, social-first videos under the #SageInsights banner. Ben featured in four pieces, from a lively Q&A digging into life beyond rugby (including his film-producing ventures) to ranking rising stars of the tournament and revisiting iconic Six Nations moments with Keith Earls.

The mix of humour, nostalgia, and sharp analysis ensured fans were not just watching, but joining the debate.

Ben’s interactive content anchored the campaign, while his presence across three additional content drops kept energy and engagement flowing throughout the championship.

The Results

Sage positioned itself as more than a finance software leader, becoming a brand that truly “gets” sport, blending performance data with human stories.

With Ben’s trusted voice front and centre, the campaign sparked conversations, drove fan interaction, and strengthened Sage’s identity as a smart, relatable player in the rugby space.

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