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Calder, the top flight's chief growth officer, is the man snipping the competition's name to simply 'the Prem' for next season.

Whether the shorter, rawer Prem hits that sweet spot will be seen next season.

The Premiership - the top flight of English rugby union - will become the 'Gallagher Prem' next season as it rebrands to emphasise the physicality and intensity of the league.

The Prem will focus on delivering more action and behind-the-scenes content to YouTube and social media, with big hits, young stars and emotional moments showcased alongside tries and match highlights.

"I've watched him probably three times really, really closely. And three times I've gone: 'He ain't getting that opportunity in the Prem'."