Home of Scottish Rugby
Scottish Rugby (scottishrugby.org) scores 80 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Sports & Fitness brands, Non-profit brands, Media & Entertainment brands, in the 72nd percentile of 8628 Sports & Fitness brands.
Scottish Rugby, formally the Scottish Rugby Union, is the governing body for rugby union in Scotland. Headquartered in Edinburgh, it oversees the national team, professional sides Edinburgh and Glasgow Warriors, and grassroots clubs across the country. Its mission is to govern, promote, and grow the sport at all levels, serving as the central authority connecting players, clubs, and fans within Scottish rugby.
| Brand Name | Scottish Rugby |
|---|---|
| Domain | scottishrugby.org |
| Industry | Sports & Fitness, Non-profit |
| Headquarters | Edinburgh |
| Parent Company / Owner | Scottish Rugby Union |
| Main Competitors | Rugby Football Union (83/100), Welsh Rugby Union (74/100), Irish Rugby Football Union (80/100), Fédération Française de Rugby (81/100), Italian Rugby Federation, World Rugby (82/100) |
Moz Domain Authority 68/100 vs category average 43 / leader 94 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #154,907 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "To govern, promote, and grow the sport of rugby throughout Scotland at all levels." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, WordPress, Ghost.
Social footprint: verified profiles on X (Twitter), Instagram, Facebook, YouTube, GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Scottish Rugby?", Claude could identify the brand as of October 2026. Scottish Rugby is the governing body for rugby union in Scotland, overseeing the national teams, domestic competitions, and grassroots development of the sport. It operates out of Murrayfield Stadium in Edinburgh, which serves as the home ground for the Scotland national rugby te Best known for Governing Scottish rugby union and running the Scotland national team out of Murrayfield Stadium.
When asked "Best brands similar to Scottish Rugby?", Claude would recommend Scottish Rugby as of October 2026. If someone asked about national rugby governing bodies or organizations in the Six Nations, Scottish Rugby would be a natural and relevant mention.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Scottish Rugby's main competitors in Sports & Fitness: Rugby Football Union (83/100), Welsh Rugby Union (74/100), Irish Rugby Football Union (80/100), Fédération Française de Rugby (81/100), World Rugby (82/100).
Sources: Brand Analyzer scan
Scottish Rugby is the governing body for rugby union in Scotland, operating as the Scottish Rugby Union. It is responsible for overseeing the sport at all levels, from the national team to grassroots clubs, and is headquartered in Edinburgh.
Sources: Scottish Rugby official site
Scottish Rugby has limited AI-search visibility, scoring 45/100 on Brand Analyzer's AI visibility composite (visibility 26, trust 63, recommendation 58). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Scottish Rugby official site
Scottish Rugby is headquartered in Edinburgh. Scottish Rugby operates in the Sports & Fitness category.
Sources: Wikidata
Scottish Rugby governs, promotes, and grows the sport of rugby throughout Scotland. It oversees the national rugby team, the professional Edinburgh and Glasgow Warriors sides, and supports grassroots clubs and communities, while also managing fan engagement such as match access and merchandise.
Sources: Scottish Rugby official site
Scottish Rugby scores 58/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Scottish Rugby official site
Scottish Rugby offers access to professional and national team matches, merchandise, and resources supporting grassroots clubs and rugby development programs across Scotland, serving fans, players, and communities connected to the sport.
Sources: Scottish Rugby official site
Scottish Rugby can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Scottish Rugby official site
Scottish Rugby serves rugby fans, players, clubs, and communities across Scotland, including supporters of the national team and the professional Edinburgh and Glasgow Warriors teams.
Sources: Scottish Rugby official site
Scottish Rugby is known for being the official governing authority of rugby union in Scotland, overseeing the national team and the professional Edinburgh and Glasgow Warriors clubs, and for uniting professional, national, and grassroots rugby under one organization.
Sources: Scottish Rugby official site
Scottish Rugby is owned by or part of Scottish Rugby Union. Scottish Rugby operates in the Sports & Fitness category.
Sources: Wikidata
Scottish Rugby scores 45/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Scottish Rugby has a limited AI-visibility profile at 45/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (63/100) and its weakest is visibility (26/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #154,907 (Tranco) and a Moz Domain Authority of 68/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Scottish Rugby from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Scottish Rugby: Schwinn Fitness (80/100), Schutt Sports (80/100), Scottish Event Campus (SEC) (80/100), Selle Italia (80/100).
A step up - brands to learn from: Zhou Nutrition (81/100), Zebco (81/100).
Category leader: Complex (97/100).
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