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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Rugby Europe Signs Up Generate For Commercial And Marketing Help

8 October 2015 by Tim Groves

The governing body responsible for promoting and developing rugby union in Europe, Rugby Europe, has appointed the agency Generate to implement a new commercial and marketing strategy. The commercial ...

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DHL Backs World Sevens Series

30 September 2015 by Editor

DHL, the official logistics partner of Rugby World Cup 2015, has underscored its commitment to the global game by extending its partnership with the men's and women's HSBC World Rugby Sevens Series fo...

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Sponsors Spend £125m On International Teams In 2015

23 September 2015 by Editor

A total of as much as £125 million is being spent on the sponsorship of international rugby union teams in 2015, according to a report from the international sports and media research firm Repucom. ...

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RFU Extends Canterbury Contract For Four Years

10 September 2015 by Tim Groves

The Rugby Football Union has extended its contract with Canterbury as England’s kit supplier for another four years, meaning the deal will run beyond the next Rugby World Cup in 2019. Canterbury, wh...

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WRU Sells Stadium Naming Rights For Reported £15 Million

10 September 2015 by Tim Groves

The Welsh Rugby Union (WRU) has agreed a 10-year deal for Principality Building Society to become the first ever naming rights partner of its national stadium. The Millennium Stadium will become the P...

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Guinness Continues With Aviva Premiership Clubs

9 September 2015 by Editor

Premiership Rugby has announced that Guinness is extending its partnership with the 12 Aviva Premiership Rugby clubs for a further two years. Guinness will continue as the Official Beer and Official R...

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