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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19 September 2016
The Aviva Premiership London Double Header 2016 saw Saracens v Worcester and Harlequins v Bristol start the new season off with the usual main event at Twickenham. Amayse (formerly SignAway) supplied ...
15 September 2016
CircleBath, an award-winning hospital that provides care for private and NHS patients, asked Millharbour Marketing to conduct an assessment of their five-year old partnership with Bath Rugby to determ...
12 September 2016
Aldi Ireland have formed a new partnership with the Irish Rugby Football Union (IRFU) that will see the supermarket chain provide “a substantial investment” to support ‘Play Rugby’, a national...
CircleBath, an award-winning hospital that provide... Read More
The Aviva Premiership London Double Header 2016 sa... Read More
The Super League and RFL seek to appoint an Assistant Content Producer on a three month contract, to be based at our offices at Media City, Manchester. The successful candidate will work as part of the Super League/RFL Communications Team, to provide support in the build up to the 2016 Super League Grand Final at Old Trafford and through the 2016 Four Nations tournament across the UK.