Marketing and Sponsorship
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.
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.
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.
Analysis of the return on the investment in marketing and sponsorship provides essential intelligence for fine-tuning campaigns.
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13 February 2017
Bradford Bulls have announced a new partnership with Utilita Energy. Britain’s fastest growing independent energy supplier will be the main shirt sponsor of the Bulls. The deal will be “for at lea...
7 February 2017
Betfred Super League has partnered with the UK's favourite canned peas brand, Batchelors Peas, for a second year making them an Official Partner of the 2017 season. Fans of the sport can look forward ...
6 February 2017
Hull Kingston Rovers’ KCOM Lightstream Stadium has been renamed as KCOM Craven Park midway through a five-year naming rights deal with KCOM while Warrington Wolves have renewed with Halliwell Jones ...
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