Regent Advisory has been appointed central services provider for the Celtic Challenge, the leading women’s cross border rugby competition operated by the Welsh Rugby Union, Irish Rugby Football Union and Scottish Rugby.
The appointment, made by the Celtic Challenge Management Group (CCMG), adds one of women’s rugby’s principal cross border leagues to Regent Advisory’s growing portfolio of sport sector partnerships. Regent Advisory will deliver central services across competition management, marketing and communications, broadcast coordination and strategic planning, working under the CCMG’s direction throughout the 2026/27 season.
In competition management, the firm will oversee regulations, minimum operating standards, fixture administration and day to day operational support. In marketing and communications, it will manage the Celtic Challenge’s website and social channels alongside competing clubs and the three home unions. On broadcast, it will coordinate all appointed partners to ensure the league’s requirements are delivered cohesively. Regent Advisory will also provide strategic planning support for the season ahead and the competition’s longer term development.
Regent Advisory CEO Josh Payne said: “Having worked personally on the league since its first season in 2023, I know the competition, the people and the ambition behind it. This appointment is a natural next step. Our job is to make sure the league has the highest quality services behind it, so the teams and unions can focus on delivering on the pitch.”
A CCMG spokesperson said: “We wanted a partner who understands complex, multi stakeholder environments. We are confident Regent Advisory will deliver that.”
The 2026/27 Celtic Challenge season begins in December 2026.