Wasps find their way to the Garden of England
Can Wasps Rugby's arrival in Swanley rejuvenate the local economy?
IN DEPTH
Former Premiership rugby club Wasps plan to move to Kent and build a new stadium in the county. What boost would this bring to the local economy?
From Dallaglio to Haskell, Wasps Rugby has long been associated with the bad boys of English Rugby. They have traditionally been known for an attacking style of play, with a focus on quick ball movement and offloading which has bought them significant success on the field over the last 25 years.
The club was formed in 1867 in London by a group of members who previously had connections with Harlequins and the Merchant Taylor’s School. The club went on to produce Seven Wasps who were then part of England’s 2007 World Cup near miss as well as a Heineken Cup winning team during the 2000s.
Last year, the club, which had since moved to Coventry City, went into administration with debts totalling £95m. This left 167 players and staff redundant, and the team banned from the Gallagher Premiership. This fall from grace was a product of facing financial difficulties attributed to the Covid-19 pandemic and long-term challenges with renting a costly stadium in Coventry. In January, the digital, culture, media and sport committee of MPs concluded that the demise of Wasps was “a stain on the reputation” of the Rugby Football Union and Premiership Rugby, who were accused of “inert leadership”.
Fast forward to October 2023, a revived Wasps Rugby announced that it has plans to move to Kent and build a new multi-purpose stadium dubbed The Wasps Nest Stadium in the county. In a statement, the club said it is actively engaged with Sevenoaks District Council to identify a suitable location and ensure that the development meets both the needs of the club and the broader community. The proposed complex is intended to be fully operational by 2027-28, and would include a hotel, conference facilities.
The location of the proposed 24,000 seater stadium, training ground, and hotel is the Pedham Place area on the outskirts of Swanley, Kent. But, the club’s plans are subject to consultation as the District formulates its Local Plan. Work will potentially commence in 2025 subject to planning and other permissions. The team would still need to rebuild on the pitch to gain a place back in the top flight of English Rugby. It aims to return to the Premiership by 2025-26.
The suggested stadium at Pedham Place is located 2 miles from the town centre and just off the m20, situated in Kent’s green belt. Swanley benefits from being 25 minutes into London via train, and in touching distance of a number of other well-established Rugby clubs, including Sevenoaks RFC which produced current England Rugby player Ben Earl. The town is dominated by an Asda superstore which is one of the biggest employers in the area but has failed to attract large investment since the chain Supermarket arrived. Yet, in recent years, through development, the town has become a popular commuter belt location for those working in the Capital.
The arrival of Wasps could enable the local economy to shift up a gear.
Premiership Rugby has had its challenges in recent years, however, it remains big business. A previous study by EY found that Saracens Rugby Club had contributed £5.4m to tourist spending in the Barnet and Greater London economy during match days. Overall, Saracens’ economic activity contributed a total of £37m in Gross Value Added (GVA) and created close to 700 jobs. If Wasps can generate a similar attendance to previous years of ~9,000 fans per game, it is hard not to see a situation where a similar economic boost is replicated in Kent.
Reports suggest that a strong, new-look board containing several business leaders will be announced soon. For now, the club plans to train and play in Worcester until it finds a permanent base and wins favour with Sevenoaks District Council.
Our View
Investment in Kent is always a positive. More jobs, better infrastructure, new skills entering the county. We are positively seeing more companies opening offices and headquarter in the County, reflecting Kent’s attraction as an alternative to London and other home counties. Wasps’ potential move would be a high profile win for us all - high-level sport has the ability to enrich our communities and supercharge our local economy. If the move brings wider investment into Swanley and better infrastructure, this is a win.
That said, Wasps is perceived by many as a something of a poisoned chalice. Mismanagement off the pitch has gone hand in hand with decline on the pitch. The road that led to the club’s demise in 2022 were foreseen and unfortunate, but chosen. The club - like many sports teams - has a history of feast and famine which has an impact on the local community. Premiership is regarded by many as ‘unsustainable’. This venture needs to be sustainable over the long-term for all. If the local town or council over-indexed to one sports team, it could have devastating consequences. I suspect Sevenoaks District Council wouldn’t like to find itself in a situation with a bill similar to the one Coventry Council had to pick-up in 2022.
Sound management and a sustainable franchise are key. But, it is hard not to be concerned by the wider demise of English professional rugby. The revival of Wasps is admiral but only if Kent doesn’t end up counting the costs.
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