By Jason Harris
February 3 2003

Saracens were saddened at the weekend when they learned of the death on 1 February of their Chief Executive Peter Deakin after a long battle with cancer. 49-year-old Deakin was the man credited with raising the profile not only of Saracens and Sale Sharks where he held the CEO posts, but the entire game of rugby union.

Saracens owner Nigel Wray led the tributes before the Gloucester game at Vicarage Road:

"I've lost a friend who was a good man," said Wray.

"He had an ambition for the game, taking it into the community, the schools, into people's lives with kids and families coming to Vicarage Road to enjoy the show.

"He wanted to make the game inclusive never exclusive. He loved the game, he loved the club and everything this club stood for, the players who pulled on the shirt, the fans, the fez.

"He was man with unlimited optimism. He lost his fight but not without a fight.

"What he started will endure and it will go on. His funeral will be later this week and he will be buried in his Saracens jacket."

"So we say goodbye and thanks Peter, but in the meantime, as he would have wanted, the show must go on."

The former Oldham rugby league player joined Sarries in 1997 after a hugely successful stint in charge of Bradford Bulls rugby league club. Deakin wove his magic at Odsal and helped turn the also-rans into Super League champions before Wray headhunted the man whom he thought would do the same for Sarries.

Wray was proven right as the previously unfashionable club from Southgate were transformed into one of the best supported sides in the league thanks to Deakin's innovative ideas. Saracens wanted to attract families for a whole day out, not only for 80 minutes rugby, and the introduction of loud music, cheerleaders, mascots and the slick marketing of the fez meant that many new fans were brought into Vicarage Road.

Wayne Shelford, the man brought in by Deakin at the beginning of the season to replace Francois Piennaar said:

"It's a huge kick for me personally and the whole club and the many clubs he has been associated with over the years.Peter is going to be a missed man, he meant a lot to this club and will be remembered fondly forever. Our condolences go out to his family."

Howard Thomas, CEO of Premier Rugby said of his friend "It is a tremendously sad day for everyone. Peter contributed greatly to the style of marketing that has been followed by all premiership clubs."