Harlequins uncover lost fans

"In recent years, we haven't gone out there and said, 'Hey, we are Quins and we would love your support.' It's been more of a case of, 'We're here, so why not come and see us play.'

"We have shifted 4,000 tickets through our group of feeder clubs and they include Cobham, Leatherhead, Hazlemere and Crawley. We have gone into Sussex, Surrey, Hampshire and the boroughs of Richmond and Kingston, and that's our market.

"We lost more than £1 million last year, but increased commercial activity means we will be well below that figure and the game is getting it right financially. Bath are, probably, going to break even this year." RFU commercial director Paul Vaughan said: "The number of tickets sold so far for the final shows the demand to see top club rugby in this country."

Convincing new or disillusioned fans to consider Quins "their club" was a process Evans knew something about, having previously helped Saracens relocate to Watford and tap into a new market in that area.

The basic principles are very similar and Quins have the added bonus of being a recognisable brand thanks to their multi-coloured jersey with the jester on the badge.

There were signs that all the ground work was starting to make a difference in the Cup semi-final with Leicester when more than 9,000 filed through The Stoop turnstiles. Despite claims it was a crowd swelled by Tigers' fans, Quins insist the majority were yelling their name. Evans added: "When I arrived, I felt the challenge was to reinvent the place without losing its traditional support. We are still in the middle of that process and the key is to make this club really accessible to fans. We had to make the first move.

"I am no marketing guru, but I know bits and pieces and you cannot get a better brand than ours

in the rugby world. Everyone knows the name and the shirt.

"It takes millions of pounds to establish that kind of brand recognition, but what did it really mean to local people? We are happy for the rest of the country to love to hate Quins, but we are not happy for those in our natural catchment area to hold that view.

"Saturday's Cup final is a massive opportunity for the club, and although our league position is nothing to shout about, we have reached Twickenham on one of the show-piece days of the season.

"Our location means that we can do things that no other club could attempt and there will be 1,000

people sitting down for a meal before the match in our main stand banqueting area and 1,500 in for a post-final party. Our members are able to use their dedicated bar in the old stand and there will be a pre-final match between the Quins and Newcastle under-21 teams and that will make it a really good day out."

Of course, the bottom line is what happens on the pitch and that means the famous Twickenham turf on Saturday. Captain David Wilson is battling back from a calf injury to lead the team out and the arrival of this World Cup-winning Wallaby star has given the entire squad a lift.

Under Wilson's control, Quins have reached this final, will meet Newcastle in the European Shield semi-final at Headingley on 22 April and have shown enough steel in recent weeks to suggest they can climb out of their lowly league position.

For Evans, this change in fortunes has much to do with Wilson's arrival and he said: "When you make a big signing there is always an element of risk as Sarries have found with Tim Horan and Thomas Castaignede. It can blow up in your face due to injury. David's injury record is fantastic and despite a couple of problems, he will be there on Saturday."