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The Newcastle Falcons

Case Study


The Newcastle Falcons





Corporate Capacity Sold Out after Sales Training

The Newcastle Falcons are a English Rugby Union team in the Aviva Premiership. Based at their home ground at Kingston Park, Newcastle, The Falcons play in front of a weekly crowd of around 10,000 and have helped raise the profile of the sport in the region.

Key Facts:

Since choosing durhamlane to provide sales and development training, Newcastle Falcons went on to sell out their entire corporate capacity and advertising opportunities.

The sales and non-sales teams within the sales and commercial divisions of the Newcastle Falcons are now creating longer term business relationships.

Improved sales performance from every individual who attended training.

Our partnership with The Newcastle Falcons continues to this day, with durhamlane providing an ongoing sales training resource when required.


In 2014, Mick Hogan the Managing Director at Newcastle Falcons contacted durhamlane to improve the sales conversations his sales team, and corporate level staff were having with business prospects. Mick was keen to improve ticket sales as well as fully capitalise on the corporate opportunities available at their modern Kingston Park stadium.

As a established team and business, The Newcastle Falcons have a significant amount of experience in selling standard tickets and attracting good crowds for each home game. However, attracting larger corporate bookings and sponsorship contracts was proving a little more difficult and was something Mick identified as a definite opportunity for the clubs development and growth.

durhamlane was engaged to deliver high-impact sales training which could help the sales and commercial development teams maximise on all sales opportunities available


Between autumn 2014 and March 2015, the durhamlane team delivered six tailored ‘Selling at a Higher Level’ sales workshops on-site at Kingston Park, designed to rapidly develop a new sales mind-set for the staff within the sales and businesses development teams.
The sales workshops, carefully developed to improve delegate abilities at all stages of business conversations, were delivered in short sharp engaging ½ day sessions.

Business Impact

With the hard work of the sales and commercial development teams at the Falcons, as well as their rapid implementation of the ‘Selling at a Higher Level’ process and methodology, The Newcastle Falcons corporate sales increased significantly, so much so that the Newcastle Falcons went on to sell out almost all of their corporate advertising opportunities as well the corporate boxes for the season-ending 2014/2015.

  • Every one of the team members who attended has increased performance.
  • Improved ticket sales and corporate sales for season 2014/2015.

“We found the training very informative, thought provoking and applicable to everyday work.  Too much training on offer these days is re-constituted text book theory but this most definitely wasn’t.  The staff were enthused by the sessions and it has had a visible impact on how they plan and complete their day’s activities.

The detail offered and the small things that have now changed mean that every one of the staff members that attended has become a better sales person.”

Mick Hogan

Managing Director