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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BT Completes The Set And Boosts SRU’s Finances

16 April 2015 by Tim Groves

BT has completed the set of all of Scottish Rugby’s main sponsorship inventory by becoming the national team’s main shirt sponsor and is helping boost its commercial income to record levels. The t...

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First Utility Enlist Agency To Make Most Of SL Sponsorship

15 April 2015 by Mark Tilley

Super League title sponsors First Utility have enlisted Hatch Communications to help create sponsorship campaigns and make the most of its deal with the competition. Hatch was appointed following a no...

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Will RWC Be Rugby’s Perfect Moment?

8 April 2015 by Tom Gladstone - Synergy

Back in September 2014, a year out from Rugby World Cup 2015, Synergy gathered a panel of experts at the top of The Shard, with an audience of sports sponsorship glitterati, to debate whether the upco...

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Rugby League World Club Series A Missed Opportunity?

1 April 2015 by James Thompson - Synergy

February marked the beginning of the inaugural rugby league World Club Series that saw the expansion of the previous World Club Challenge, where the reigning Super League and National Rugby League (NR...

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O2 Win With England At Sports Technology Awards

1 April 2015 by Mark Tilley

England's main sponsors O2 were the sole rugby winners at this year's Sports Technology Awards taking home the award for best use of technology by a sponsor. O2 have been sponsors of the England team ...

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Gloucester Sign Up XBlades As New Kit Supplier

1 April 2015 by Mark Tilley

Gloucester have confirmed a new kit supplier to go along with their new main sponsors as XBlades join Mitsubishi in partnering with the club ahead of next season. XBlades are owned by Shane and Tony ...

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Marketing Executive - Great British Racing International

Great British Racing International (GBRI) is looking for an enthusiastic and innovative Marketing Executive to join their small and dynamic team. GBRI was set up to maintain and grow international investment in one of the world’s leading luxury goods, British Horseracing.

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