Nigel Wray’s gold rather than an ideology paved The Saracens Way to success | Jonathan Liew

From the Champions League to Test cricket to Team GB: where money flows, success often follows. But as a country we don’t really like to talk about that

In September and October last year, with what we now have to say is slightly unfortunate timing, Saracens issued a series of short videos to commemorate the 10-year anniversary of “The Saracens Way”, the cultural transformation that is said to have turned them into one of the most irresistible forces in the history of English club rugby union.

“The Saracens Way, quite simply, is the club,” Will Fraser beams into the camera. A former flanker who retired through injury, Fraser now sells Brand Saracens to a bulging catalogue of corporate clients. For a competitive day rate, including lunch and refreshments, Fraser and a current Saracens player or coach will instil in your company the cornerstones of the Saracens winning ethos: cultural change, strong values, an emphasis on happiness and making memories. “If we create good people,” Fraser explains, “we create good rugby players.”

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