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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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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SignAway, LogoPaint & 5m Merge To Become Amayse

18 April 2016 by Editor

SignAway, LogoPaint and 5m Print have merged in a deal that sees the three companies combine to become one of the largest branding and signage companies in Europe and the world’s leading 3D signage...

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Coventry Aims To Become City Of Rugby

14 April 2016 by Tim Groves

A new initiative has been launched to establish Coventry as one of the leading cities in the world for rugby as rugby league side Coventry Bears are set to play at the Ricoh Arena for the first time n...

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Mitsubishi Sponsors England U18 & U20

13 April 2016 by Tim Groves

The Rugby Football Union (RFU) has revealed that Mitsubishi Motors has signed up as main sponsor of the England U18 and U20 sides from the 2016/17 season. The car manufacturer will also sponsor the Ex...

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AIG Named Rugby Sponsor Of Decade

31 March 2016 by Tim Groves

American International Group (AIG) won the award for the best rugby union sponsorship of the decade at the UK Sponsorship Awards last week. The insurance firm has been recognised for its work with the...

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