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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USA Sign IMG And DHL Deals As All Blacks Test Sells Out

29 October 2014 by Mark Tilley

USA Rugby has this week announced new long-term partnerships with both IMG and DHL as well as confirming that the eagerly anticipated against New Zealand this weekend at Chicago's Soldier Field has so...

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WRU Renew Deal With Rhino

29 October 2014 by Mark Tilley

The Welsh Rugby Union (WRU) has signed a new four year deal with specialist equipment supplier Rhino Rugby, which is set to benefit both the grass roots game in Wales and the national squad. Rhino hav...

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Cariparma Continue As Italy Sponsors

29 October 2014 by Mark Tilley

The Italian Rugby Federation (FIR) has extended its sponsorship deal with Cariparma Credit Agricole Group committing to the body until 2017. Cariparma has been the FIR's principal commercial backer si...

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Kingstone Press To Sponsor Super League

29 October 2014 by Mark Tilley

The Rugby Football League (RFL) and Kingstone Press Cider have announced a new extended partnership for the 2015-2017 seasons, which now includes the Super League competition for the first time. Follo...

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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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