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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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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Newly-Promoted Richmond Sign 2-Year Sponsorship Deal

15 June 2016 by Tim Groves

Newly-promoted Richmond FC will be heading into the Greene King Championship next season with insurance broker Arthur J. Gallagher emblazoned on their shirts after signing a new two-year deal with the...

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Lions Sign Up Two More Sponsors

9 June 2016 by Tim Groves

The British & Irish Lions have announced two major sponsorship deals in the past week ahead of the 2017 tour to New Zealand with both Land Rover and Qantas now on board. Land Rover are becoming a ...

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Fresh Approach For Titans

8 June 2016 by Editor

Rotherham Titans are gearing up for the next three seasons with a fresh approach after incoming chief executive and new shareholder, Richard Lamb outlined plans for the club to a gathering of supporte...

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RBS To End Six Nations Sponsorship

7 June 2016 by Editor

The Six Nations and the Royal Bank of Scotland Group have confirmed that the bank will not continue in its role as title sponsor of the annual championship when the current sponsorship deal expires af...

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