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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24 August 2016
Guinness has signed a three year extension to its sponsorship of PRO12 Rugby, taking the partnership up to 2020. The season about to get under way is the third of the original three year deal which wa...
11 August 2016
Cardiff Blues have agreed a three-year deal for Land Rover to become the new principal partner. It is the first time Land Rover has directly supported the game in Wales. In the UK, the car manufacture...
2 August 2016
Leicester Tigers have announced a new and extended three year partnership deal with the Nottingham Building Society, which will benefit thousands of children and families in the Tigers region. The par...
The recent controversy over the possible carcinoge... Read More
Sharks Community Trust is looking for an enthusiastic and inspiring team player who has a proven ability to plan and deliver high quality classroom based activities. You will combine a passion for education and sport with strong organisational, communication and administrative skills. As well as planning a range of classroom activities, you will also require the ability to plan/deliver a number of sporting sessions to help engage positively with challenging young people.