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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London Bridge Central Point Of Wigan Campaign

26 August 2015 by Editor

Wigan Warriors have launched their advertising campaign in London ahead of the game at Millwall's Den against Catalans Dragons on Saturday 5 September. Spearheading the campaign is a high impact range...

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Heineken Defines 500m Exclusion Zone Around World Cup Venues

26 August 2015 by Editor

Heineken has taken special measures to ensure it gets the maximum sales boost from its sponsorship of the upcoming Rugby World Cup, according to The Sunday Times. The Dutch brewer’s deal, which rep...

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Land Rover Looking For Return On Eight-Figure RWC Investment

20 August 2015 by Tim Groves

Land Rover signed up to sponsor the 2015 Rugby World Cup before the last tournament in New Zealand four years ago had even begun but the focus has been on the big kick-off on September 18 ever since a...

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Kit Brands Play Musical Chairs Between World Cups

20 August 2015 by Dave Williams

While there is little change in the teams qualifying for the 2011 and 2015 World Cups (only one change amongst 20 teams: Russia out and Uruguay in for 2015), there has been a game of musical chairs pl...

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A Closer Look at England's $1.5m Investment in RIM

19 August 2015 by Rugby Today

US rugby website Rugby Today looks closer at RIM: USA Rugby recently trumpeted a new partnership with the Rugby Football Union, its English counterpart, which sees the RFU become a shareholder in USA ...

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Heathrow Becomes RWC Partner

18 August 2015

Heathrow Airport has signed a deal to become an official provider to the upcoming Rugby World Cup. The airport, the largest in the UK, is preparing to welcome the majority of the 500,000 overseas visi...

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Competitions Operations Manager - World Rugby

Reporting to the General Manager Competitions, the position will be responsible for the project management and operational delivery of competitions organised and funded by World Rugby. The role will be primarily focused on the delivery of major Sevens competitions in particular the HSBC World Rugby Sevens Series.

E-mail with the promotion code ‘RR2013CF’ to qualify for a discounted job posting price.