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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300% Increase In Online RL Bets For Betfred

21 March 2017

Betfred owner Fred Done has expressed his delight with his company’s sponsorship of Super League, telling League Express that his company has seen a massive upsurge in rugby league betting since the...

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Case Study: IRFU Social Media In February

8 March 2017

The social media activity of the IRFU in February has been analysed against other Irish sporting bodies by social media agency, Sportego. The GAA (Gaelic sports association) produced over one thousand...

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Altrad's Support For France 2023 Bid Displayed On Shirts

8 March 2017

The French Rugby Federation (FFR) have confirmed this week that the Altrad Group will support the French bid to host the Rugby World Cup 2023. Altrad becomes the first private company to be displayed ...

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Heineken Extend RWC Involvement To 24 Years

3 March 2017

Heineken has renewed with World Rugby as a worldwide partner for Rugby World Cup 2019 in Japan. The deal will extend the brewer’s association with rugby’s showcase event to 24 years. The company w...

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Falcons Seek New Main Sponsor

1 March 2017

Newcastle Falcons are on the search for a new main sponsor as the club have told the Newcatle Chronicle that Greene King IPA will not be renewing at the end of the season. The pub and beer firm - who ...

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Carter Loses Land Rover Deal Over Drinking And Driving Admission

21 February 2017

Former All Blacks and Racing fly-half, Dan Carter has been dropped as an ambassador by Land Rover after admitting to a drink driving incident in Paris. The luxury car brand was left with little choice...

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Part Time Rugby Coaches - Ampleforth, York

We are looking for two Rugby Coaches to work in the Sport department from September 2017. The successful applicants should be well qualified, motivated and be willing to coach students from the ages of 13 – 18. Candidates should be RFU Level 2 qualified and possess qualities to develop the playing skills of students of varied ability.

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