Wootton Bassett Rugby Club remembered vice president Bob Fry in an emotional minute's slience before Saturday's home game against Frome.
The heroic 53-year-old, of Springfield Crescent, drowned along with wife Debbie and family friend Jean Dinsmore last Monday on holiday in Portugal while rescuing their children from dangerous currents.
And around 150 people from the town - including local vicar Thomas Woodhouse and the mayor and mayoress - paid their respects to those who died before Bassett's 31-10 victory at Stoneover Lane.
Club chairman Phil Williams admitted he was choked by the occasion as Mr Fry had been set to attend the game.
Mr Williams said: "It's very sad. We were going to have a vice presidents lunch today that he would have been here for, but we postponed it after we heard what had happened.
"Bob was a brilliant bloke. Just a month ago our lunch caterers couldn't make it so he stepped in and cooked us all a lovely four-course lunch - that was Bob.
"His latest work for the club was organising a poker night once or twice on Monday nights.
"He bought all the chips and green baize himself and made sure it was all pefect for us - he was a very professional and organised man.
"Most rugby people are loud but he was quiet and caring. We are all distraught."
Nigel Walkley, one of the club's several vice presidents, says Mr Fry's death has come as a huge shock to everyone.
He said: "Bob was an oustanding member of the club - he was the kind of person that if you needed help, he would be the first one there.
"He had a dry personality but he was someone you could always rely on.
"It's so noticeable that he's not here today - he'll be sadly missed.
"It's unbelievable. We heard it on the radio and on the news and you just can't believe it will be someone you know.
"It always happens to the nice people of life."
Vicar Mr Woodhouse, who gave a speech before leading the minute's silence, added: "It was an honour to be asked to introduce the silence.
"Lots of groups and organisations in the area have been touched by this but everyone in the town is all together as one in mourning for those who died."
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