Marketing and Sponsorship

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This section covers news, views, features and interviews of the marketing of rugby by rights holders (the players, clubs, competitions and governing bodies) and the marketing activity of the brands, products and services exploiting rugby as a sponsorship vehicle as well as those third-party agencies who mediate and supply this area of activity.

Customer Focus
Tickets for rugby games are now sold in an ever-more sophisticated way. By using CRM systems and analysing customer data, rugby rights holders can define their market more specifically and package offers accordingly – increasingly by email and on-line, but also by advertising and promotional methods through traditional media.

Brand Exposure
Along with ticket sales, TV rights and hospitality, sponsorship is a major revenue stream for rugby. Elite rugby in UK and Ireland is estimated to generate around £60 million in sponsorship revenue per year. We study the value of brand exposure through the high profile of union and league, whether it’s stadium naming rights, shirt sponsorship, playing kit supply deals, media or commercial partnerships and player endorsement. Rights holders want to know about the sponsors’ varying requirements from involvement in the sport – and the likely comparative values and budgets - the sponsors are looking to tap into the unique demographic of either code in different regions of UK and Ireland.

Marketing ROI
Analysis of the return on the investment in marketing and sponsorship provides essential intelligence for fine-tuning campaigns.

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Greene King Backs Falcons & Thunder

9 February 2016 by Editor

Newcastle Rugby, the parent company of Newcastle Falcons and Newcastle Thunder, has agreed a new partnership with leading UK brewer Greene King. The agreement will see Greene King IPA become the Falc...

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Scottish Rugby Rolls Out Sponsorship Partners

8 February 2016 by Editor

Scottish Rugby has announced three sponsorship partnerships in the last week, with News UK, Dove Men+Care and AG Barr all agreeing new deals. A new three-year tie-up with News UK’s Scottish titles...

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RFL Adds Batchelors Peas To Super League Sponsorship Stable

4 February 2016 by Tim Groves

The Rugby Football League (RFL) has added to its stable of Super League sponsors with Batchelors Peas becoming an official partner ahead of the 2016 season, which starts today. The brand will appear ...

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Electric Ireland Sponsors Ireland U20 Games

4 February 2016 by Editor

Irish electricity provider Electric Ireland is sponsoring all of the country’s three home games in the upcoming Under 20’s Six Nations Championship. Ireland kick off their campaign against Wales o...

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Dacia To Sponsor World Club Series

28 January 2016 by Tim Groves

Value car brand Dacia has signed up as the title sponsor of the upcoming World Club Series as well as becoming the official car partner of the First Utility Super League and the Ladbrokes Chall...

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WRU Signs Nine-Year Under Armour Extension

28 January 2016 by Tim Groves

American sportswear firm Under Armour has signed a mammoth nine-year extension to its partnership with the Welsh Rugby Union (WRU). The brand first became the official technical partner of the WRU in ...

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Head of Professional Coach Development - RFU

The RFU is looking to appoint a new Head of Professional Coach Development, reporting to Rob Andrew (Professional Rugby Director) to start in June 2016.

The new appointment provides an exciting opportunity to build on an established professional coach development programme and will play a key role in enhancing the coaching culture at the RFU.

The role is responsible for identifying and developing existing and potential professional coaches and Directors of Rugby in England. The Head of Professional Coach Development will create a succession of world-class coaches who are qualified and continually developing in order to create world-class players for a winning England.

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