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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DHL Renew World Rugby Partnership For Japan 2019

24 May 2017

World Rugby and DHL have announced the renewal of the global logistics provider as a worldwide partner of Rugby World Cup 2019 in Japan. DHL is a major supporter of rugby worldwide, including sponsors...

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One More Year For Principality And Welsh Premiership

17 May 2017

Principality Building Society has extended its title sponsorship of the Welsh Premiership and also announced a further partnership with Welsh Rugby, putting its name to the WRU National Youth Leagues ...

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Northampton Continues With TP But Shifts Focus To Toolstation

11 May 2017

The Travis Perkins Group are continuing their long standing commitment to Northampton Saints next season by announcing a new shirt sponsor from within their portfolio of businesses: Toolstation. The l...

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Societe Generale Extend With World Rugby

9 May 2017

World Rugby has announced that Société Générale, the French private bank giant with more than 32 million clients worldwide has renewed its long-standing partnership of Rugby World Cup for the 2019...

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Secure Trading Partner England Sevens

8 May 2017

The Rugby Football Union (RFU) has announced a four-year partnership with Secure Trading - specialists in online payment processing - to be front-of-shirt sponsor of the men’s and women’s senior E...

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Land Rover Renew As Partner To World Rugby Marquee Events

3 May 2017

World Rugby has announced that Land Rover has renewed as a Rugby World Cup 2019 worldwide partner joining Heineken and Emirates as well as official sponsor Canon. Land Rover will be official vehicle o...

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