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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RFL Teams Up With Repucom

5 May 2015 by Editor

The Rugby Football League (RFL) and Repucom have formed a new partnership in a bid to grow the sport throughout the UK. As part of the relationship Repucom will provide expertise and insight to help t...

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IRFU Take Off With Aer Lingus

1 May 2015 by Editor

Aer Lingus have become the official airline of the Irish rugby team as part of a three-year deal with the IRFU. The agreement will see Aer Lingus support the IRFU by flying players, management and sup...

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SignAway Completes DHL Roof Signage At The Stoop

29 April 2015 by Mark Tilley

Signage company SignAway has just completed the mammoth job of installing two giant logos on the roof of the Twickenham Stoop to promote Harlequins' main sponsor DHL.SignAway's first ever project six ...

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Ireland RL Sign Up McGettigan's As Title Sponsors

22 April 2015 by Mark Tilley

Rugby League Ireland have announced a new title sponsorship by McGettigan’s for the 2015 season. This exclusive sponsorship agreement sees the McGettigan’s branding across all the teams involved i...

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BT Completes The Set And Boosts SRU’s Finances

16 April 2015 by Tim Groves

BT has completed the set of all of Scottish Rugby’s main sponsorship inventory by becoming the national team’s main shirt sponsor and is helping boost its commercial income to record levels. The t...

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First Utility Enlist Agency To Make Most Of SL Sponsorship

15 April 2015 by Mark Tilley

Super League title sponsors First Utility have enlisted Hatch Communications to help create sponsorship campaigns and make the most of its deal with the competition. Hatch was appointed following a no...

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