Keith Shorten invites us inside the commercial engine room of Ulster Rugby, revealing how his unlikely path from KPMG accountant to global entertainment executive with AEG perfectly prepared him for the challenges of provincial rugby.

The Head of Commercial shares candid insights about arriving at Ulster during a perfect storm of change – the conclusion of their long-standing Kingspan partnership, a head coach departure, and a CEO transition all within his first three months.

Rather than being deterred, Shorten’s background working with iconic venues like the O2 Arena and Hyde Park Festivals helped him navigate these waters while bringing a fresh perspective to Ulster’s commercial strategy.

What shines through is the fascinating collaborative relationship between fiercely competitive Irish rugby provinces. While Ulster, Munster, Leinster and Connacht battle for supremacy on the pitch, their commercial teams work closely behind the scenes. “Four voices are very much stronger than one,” Shorten explains, as they tackle common challenges together.

The conversation reveals Ulster’s commitment to growing women’s rugby and the commercial opportunities it presents. We also discovered how Shorten helped create Ulster Rugby’s thriving Business Club, which consistently attracts 150 attendees representing 100+ companies.

Between reflections on his personal rugby journey (including memories of carrying Cornettos and celebrating Ulster’s 1999 European triumph), Shorten shares exciting developments, including the new SAM Mouldings shirt sponsorship and a soon-to-be-revealed stadium naming rights partner.

Ready to discover the business beyond the rugby pitch?

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