Scarlets have landed a major financial boost with fresh investment from across the Atlantic – and it’s got some familiar Welsh rugby names behind it.

House of Luxury LLC, a US-based firm whose board includes former WRU boss David Moffett and ex-Wales fly-half Dan Biggar, is stepping in with a deal that could reshape the region’s future.

HOL have agreed to take on a 55% controlling stake in the club over time, but are already making moves, clearing current financial liabilities and stepping into a leadership role on the commercial side.

Former WRU chief executive Moffett currently leads up HOL’s sports and entertainment division, which takes immediate charge of non-rugby operations. That team will work alongside the current Scarlets board, focusing on commercial growth and long-term strategy.

The rugby side of things remains unchanged for now, but with Biggar and Moffett involved, and a majority stake on the horizon, it’s clear the Scarlets are aiming to secure their future, as the WRU considers cutting one or potentially even two regions.

Moffett and Biggar are joined on the director’s board by Andy Golding, a leading brand strategist in sport, and Leanne Batts, innovation lead for NZ Rugby and digital sports strategist.

In their statement, Scarlets and HOL say that the investment will bring:

• Immediate financial stability with House of Luxury assuming all current liabilities.
• HOL strategic leadership and expertise to support commercial growth and helping shape future strategy during an unprecedented transition period for Welsh Rugby.
• Additional investment into fan experience, player pathways and global partnerships.
• Leadership in navigating legal, structural and competitive reform within Welsh rugby.
• A shared strategy and vision with the Scarlets Board to build a long-term, high-performance culture on and off the pitch and continue the club’s significant contribution to the local economy, society and culture throughout the west Wales region.

Speaking on the deal Scarlets Executive Chairman Simon Muderack said: “Scarlets is a rugby club that has been at the forefront of Welsh rugby and an integral part of the community of west Wales for more than 150 years.

“We are all fiercely proud of what this club stands for and will continue to protect that legacy. This partnership is the start of a new era for our club, strengthening our position with new investment, new ideas and a shared ambition to return the Scarlets to the top of European rugby.”

“The new deal with HOL puts the Scarlets in control of its own future as we act boldly to move forward with a partner that will add significant resources and ambition. Crucially, it enables a future where Scarlets will continue to play in Llanelli, retain Scarlets’ strong identity and represent the whole of west Wales with pride.”

Key elements of the partnership, as laid out by Scarlets and HOL, include the identity of the club (kit, badge, colours, stadium, and values) remaining the same; as well as a continued connection to the fans and Welsh cultural heritage.

“This is one of the most storied rugby clubs in the world and we believe it should be competing and winning at the highest level,” added Kirsti Jane, House of Luxury HOL Chief Executive.

“We’re here to make that happen and help drive the Scarlets’ future success and protect its unique identity and legacy.”

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