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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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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UKFast Return To Front Sharks' Shirts

12 July 2016

Sale Sharks have announced “the largest sponsorship deal in the history of the club”, with Manchester-based cloud and colocation firm UKFast. The “seven-figure deal” sees the firm return as sh...

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Holland & Barrett Become Tigers Main Sponsor

5 July 2016

Leicester Tigers have announced that Holland & Barrett are the club's new main sponsors. Holland & Barrett is the UK's leading retailer of vitamins, minerals and herbal supplements. The compan...

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Connacht and Elverys Intersport Re-Establish Link

4 July 2016

Elverys Intersport, one of Ireland’s leading sports retailers, is to be the new title sponsor and official retail partner of Connacht Rugby. The new three-year deal will re-establish Elverys’ rela...

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Kingstone Press Sponsors England RL

16 June 2016 by Tim Groves

Cider brand Kingstone Press has added to its raft of sponsorship properties in domestic rugby league by becoming the main sponsor of the England national team on a two-year deal. The company, which is...

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Ospreys Sign New 5-Year BLK Deal

16 June 2016 by Tim Groves

The Ospreys have renewed their kit supply deal with BLK for another five years as part of a new multi-million pound deal with the manufacturer. The Welsh region signed an agreement with the Australia-...

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