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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Hall Of Fame Finds Home In Rugby

25 May 2016 by Editor

Rugby union's greats and the moments that defined the sport will now be celebrated in a permanent home for the first time after it was announced that the World Rugby Hall of Fame is to be located in...

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Wakefield Trinity To Lose Wildcats Suffix

24 May 2016 by Editor

The Wildcats suffix, introduced when Wakefield Trinity joined Super League in 1999, will be dropped from the club's name at the end of this season, according to chairman Michael Carter. The team playe...

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PwC Extends With IRFU

24 May 2016 by Editor

Professional services firm PwC Ireland has announced the renewal of its sponsorship of the IRFU for another four years. As part of the partnership, PwC will continue to be the official sponsor of th...

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Aviva To End Premiership Sponsorship

12 May 2016 by Tim Groves

Aviva has confirmed that it is to end its sponsorship of Premiership Rugby after next season, having been the league’s title sponsor since 2010. The insurance firm initially signed a four-year deal ...

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Saints Extend Travis Perkins Deal

21 April 2016 by Tim Groves

Northampton have confirmed that Travis Perkins has agreed a new four-year deal to remain as the club’s main sponsor. The relationship is the longest continuous main sponsorship anywhere in top fligh...

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QBE Signs Up To Sponsor Lions

21 April 2016 by Tim Groves

Specialist business insurer QBE has signed up as a principal partner of the British & Irish Lions for the 2017 tour of New Zealand. The firm joins an elite global group of sponsors supporting the...

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