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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Another Five Years For O2 And England

25 October 2016

O2 and the Rugby Football Union (RFU) have extended their partnership until 2021. An RFU partner for 21 years, O2 has been at the heart of England Rugby since the game turned professional in 1995 (BT ...

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Bookies Take Over RFL Main Properties

18 October 2016

The Bet Fred Super League sponsorship announcement was swiftly followed by media speculation on the deal’s value at between £850k and £900 per year for three years. Pundits observe that it marks a...

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Betfred Become Super League Main Sponsor

14 October 2016

UK based bookmakers, Betfred will become the title partner of rugby league’s elite club competition, the Betfred Super League, for the next three years starting in 2017. The company will have naming...

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Warriors And Sharks Sign Stand Sponsors

3 October 2016

Two Premiership clubs have announced stand sponsorship deals in the last week. Worcester Warriors and Warwickshire-based Lee Sanitation Ltd have agreed a deal to sponsor the North Stand at Sixways whi...

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Wigan And 188BET Renew

22 September 2016

Wigan Warriors have announce that 188BET have signed a contract extension, which will see the betting brand remain as official main sponsor for the 2017 season. The extension will see the 188BET logo ...

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Ladbrokes Sponsor Four Nations

19 September 2016

The RFL has announced an agreement with leading bookmakers Ladbrokes that will see them become the official title sponsor of this year’s Four Nations tournament. Already title sponsor of the Challen...

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