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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Vodafone To Seal €50m Ireland Kit Deal

14 July 2015 by Editor

Vodafone is set to become the new main sponsor of the IRFU, replacing telecom competitor Three from after next year's Six Nations tournament, according to widespread reports in the Irish media. The c...

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William Grant Supply Champagne and Spirits to RWC

2 July 2015

World Rugby has announced the appointment of global premium spirits business and independent family distillers William Grant & Sons as official Spirits and Champagne, Tournament Provider to Rugby ...

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HSBC Extends Involvement In World 7s

1 July 2015 by Editor

World Rugby has announced a four-year extension of its partnership with HSBC and the schedule of the iconic locations that will host rounds of the HSBC World Rugby Sevens Series over the same period. ...

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Duracell To Power RWC 2015

23 June 2015 by Editor

Duracell has been announced as a sponsor for Rugby World Cup 2015 as the firm becomes the official battery provider of the tournament. World Rugby chief executive Brett Gosper said: "The appointment ...

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Engagement Is Key To Successful Sports Sponsorship

16 June 2015 by Telegraph

The Rugby World Cup, which starts on September 18, 2015, is hoping to repeat the success of the London 2012 Olympics and the Commonwealth Games in Glasgow last year in engaging with sport’s fanbase....

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RWC 2015 Signs Up Another Sponsor

4 June 2015 by Tim Groves

World Rugby has revealed that it has added to its portfolio of sponsors ahead of the 2015 Rugby World Cup, with Dove Men+Care becoming its official male grooming supplier. The eighth edition of the to...

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