As Head of Group Commercial and Business Development for the WRU and Millennium Stadium, Moon was part of the senior management team that moved the WRU into its record profit er, and part of the team who staged the Tsunami Relief Concert at the Millennium stadium in January 2005. Organised in just three weeks, a crowd of 61,000 raised £1.25m for the disaster fund.
Moon, who lives in Drefach Llanelli, joins from Protectagroup, where he has been for the past 18 months overseeing a rebranding exercise, business relocation and a number of acquisitions. In a highly competitive marketplace the company recently tripled its turnover from £20m to £60m.
Moon starts at the region on 1st June 2009 and will oversee the Scarlets' commercial activities focusing on driving revenue and directing sales and marketing activities which will include overseeing; sponsorship, season ticket sales, merchandising, retail, the new CRM system (customer relationship management), stadium events, membership and hospitality, match day experience and community activities.
Moon has been connected with the region for more than 20 years, first as a player, then as former player life member of the Llanelli Association and as an avid supporter and patron of the rugby region. A highly popular, dedicated Scarlet, Rupert Moon will be seen by many as the positive 'people's choice' at a time when the region seeks to build wider support within the rugby community across the region.
The new role at the Scarlets will allow Moon to combine his unrivalled knowledge and passion for the Scarlets region with strong commercial skills gained at the top level.
On his appointment, Moon said: "This is a dream job for me and I am very grateful to Protectagroup who have released me early so I can take up this great and challenging opportunity with the Scarlets immediately.
"I have long since committed myself to the Scarlets in heart and soul and this is a chance for me to pin my colours to the mast in one of the best ways possible - that is, to work for the region I believe in and help lead the business forward successfully.
"There is plenty to do but equally plenty to work with. We have a fantastic stadium, strong and loyal support, a team which is investing for the future and lining up Wales' future stars, a heritage which is the envy of all and a strong commercial and operations team within the Scarlets that is committed to success.
"This region and its supporters are unique in rugby, there is a passion and loyalty to Scarlets rugby which cannot be paralleled anywhere and the future is about connecting fully with that support, listening to our community and exciting our partners and supporters on and off the pitch.
"There is plenty to look forward to in the future as we seek to engage further with our supporters and reap the commercial benefits that the fantastic Parc y Scarlets can offer. We have some exciting new initiatives in the pipeline for our supporters and the rugby region as a whole and I am anxious to get started."
Interim Chief Executive, Ian Kirby said: "This is a highly influential and important role within the region and the Scarlets directors felt that Rupert would bring fresh new impetus into our commercial activities from his recent high level business roles with Protectagroup and before that for the WRU and Millennium stadium.
"He knows this region very well, understands what is means to be a Scarlet both as a player and as a supporter and understands the nature of our rugby business and community.
"He will translate this knowledge into a new campaign of commercial activities that will enhance our off field performance as we build a viable and modern rugby business that stays true to its values and competes and operates successfully."
