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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Nat West Agree One Year 6N Deal For £11m

8 November 2017

NatWest, a retail arm of the RBS Group, have agreed to become title sponsor of the Six Nations tournament for a single year in 2018. The agreement will result in the 2018 championship being named the ...

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Lipovitan D Manufacturer Taisho Becomes Latest RWC2019 Sponsor

3 November 2017

World Rugby have announced that Taisho Pharmaceutical has become the latest official sponsor of Rugby World Cup 2019 in Japan. Taisho Pharmaceutical will showcase its market-leading energy drink Lipov...

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Cash Converters To Front St Helens' Shirts

3 November 2017

Cash Converters has become a principal partner of Saint Helens. The Australian retail pawnbroking company which also offers personal loans will have its livery on the home shirt and work alongside the...

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Sponsorship Milestones For Carlsberg UK And Bank Of Ireland

3 November 2017

Two sponsorship milestones have been celebrated in club rugby union recently with Northampton Saints extending with Carlsberg to further embed a thirty-year relationship and Ulster celebrating a twent...

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Ricoh Campaign Focuses On Rugby's People, Processes And Technology

31 October 2017

Premiership Rugby partner Ricoh has launched a new campaign The Business of Rugby, which will explore the inner workings of all 12 Premiership Rugby clubs. It plans to identify the latest business mod...

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Oxford And Gloucester To Merge In Bristol In 2019

26 October 2017

The Rugby Football League have confirmed that Oxford Rugby League and the University of Gloucestershire All Golds have joined forces to create a new club based in the city of Bristol. The new club wil...

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