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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England Agree Three-Year Partnership With Samsung

23 October 2014 by Mark Tilley

The Rugby Football Union (RFU) has announced a three-year agreement with electronics provider Samsung. The partnership will see Samsung become the consumer electronics, smartphone partner and official...

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MyRepublic To Sponsor All Blacks Tour

23 October 2014 by Mark Tilley

Internet provider MyRepublic has signed as title sponsor to New Zealand's Northern Tour this November. The All Blacks will play the United States in Chicago followed by matches away to England, Scotla...

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Salford And Saints Sign Kit Deals

23 October 2014 by Mark Tilley

Salford Red Devils and St Helens have both revealed that they have signed new kit supplies in the immediate aftermath of the 2014 Super League season. Salford have announced a deal with American spor...

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Hull KR Extend Sponsorship With ClearSky

15 October 2014 by Mark Tilley

ClearSky Business will remain as Hull Kingston Rovers’ principal sponsor for 2015 after the partnership was extended by a further 12 months. The SME advice specialist linked up with the Robins last ...

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Castleford Sign Up With XBlades

15 October 2014 by Mark Tilley

Castleford Tigers have signed an exclusive five year deal with XBlades which will see the brand become the club's new official kit supplier from the 2015 Super League season. The partnership will also...

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Heineken On Board As Only Main Sponsors Of New Euro Tournament So Far

8 October 2014 by Mark Tilley

Heineken have become the first main sponsors of the new European Rugby Champions Cup and Challenge Cup tournaments, after previously holding title sponsorship of the competition in its prevous guise. ...

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