Business Wales launches export drive with Welsh rugby star Shane Williams

This month Wales will be sending some of its very best exports to Japan to compete in the Rugby World Cup. And ahead of the highly anticipated tournament, Business Wales – the Welsh Government support arm – has launched a new campaign designed to encourage more Welsh businesses to consider exporting, choosing one of Wales’ most famous exports, rugby icon Shane Williams, to front the campaign.

The international rugby star, who has represented his country all over the world and played in Japan, will be the face of the campaign which will call on companies across Wales to recognise their export potential.

The campaign aims to inspire more companies across the country to consider how their products and services could play in overseas markets, including Japan.

Today, Japan is a significant export market for Wales, with millions of pounds worth of Welsh goods and services exported to the country every year.

Speaking about his involvement in the campaign, Shane Williams said:

“As a proud Welshman, I am passionate about seeing Wales showcased on the international stage just as I was proud to represent Wales around the globe.

“Wales has so many fantastic products and services and, as a nation, we have so much to offer to the rest of the world. It’s important to remember that ultimately if your product is a success in Wales, it can also be a success abroad. I am certainly hoping the lads can prove just that in the World Cup!”

The Welsh Government Minister for International Relations, Eluned Morgan, said: 

“It is great to see one of Wales’ greatest exports to Japan, Shane Williams, leading this campaign to share his experience of the market and inspire Welsh businesses to export.

“As the Welsh Rugby team heads off to compete on the World stage, Welsh businesses should be doing the same. Japan is a good market for Welsh exporters and is one of many markets where Welsh businesses can grow their exports.

“Exporting can transform a business and take it to the next level. It is good for Wales too.

“I am committed to ensuring that we provide the support to businesses to help them achieve their export potential and bring their own international success back to Wales.”

Business Wales provides access to a whole range of services including export specialists within the Welsh Government. For more information visit or call 03000 6 03000.