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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Guinness Extend With Pro12 Amidst Talk Of Global Expansion

24 August 2016

Guinness has signed a three year extension to its sponsorship of PRO12 Rugby, taking the partnership up to 2020. The season about to get under way is the third of the original three year deal which wa...

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London Irish And Powerday Renew

22 August 2016

London Irish and Powerday have confirmed that the recycling and environmental waste management group will continue as the principal sponsor of both the London Irish professional and amateur teams for ...

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Cardiff Blues Partner With Land Rover And Introduce iBeacon Technology To Arms Park Experience

11 August 2016

Cardiff Blues have agreed a three-year deal for Land Rover to become the new principal partner. It is the first time Land Rover has directly supported the game in Wales. In the UK, the car manufacture...

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Nottingham Sponsorship Christens Robin Hood Stand At Tigers

2 August 2016

Leicester Tigers have announced a new and extended three year partnership deal with the Nottingham Building Society, which will benefit thousands of children and families in the Tigers region. The par...

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Greene King Become Main Sponsor At Worcester

1 August 2016

The brewer, Greene King are the new main sponsors of Worcester Warriors after agreeing a four-year deal. Last year, Warriors announced that long-standing club sponsor Worcester Bosch were to become a ...

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Tigers Tie Up Travel And Formal Wear Partnerships

20 July 2016

Thomas Cook Sport is to become the new travel partner of Leicester Tigers while Chester Barrie have renewed as the club’s formal wear partner. One of Europe's leading professional sports team and su...

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