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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BA Become Twickenham Principal Partner

30 August 2018

The RFU and British Airways have announced a new partnership which will see the airline become the inaugural principal partner to Twickenham Stadium - as close as you can get to naming rights without ...

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Citizen And Premiership Agree On A Fifth Year

22 August 2018

Citizen Watch UK is to continue as the official timekeeper of Premiership Rugby for the fifth consecutive year. Citizen will continue to raise awareness of its core Eco-Drive Collections within the ru...

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Saracens Hire Two Circles To Extend Fan Base And Reach

21 August 2018

Saracens have appointed data-driven sports marketing agency Two Circles to help them strengthen engagement with their fans and drive commercial growth across a range of revenue streams. After several ...

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Another Year For London Irish And Powerday

15 August 2018

London Irish have announced that leading waste management company, Powerday will continue as the principal sponsor for the 2018/19 season. Now into its sixth successive season as the Exiles’ main sp...

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Saracens Build New Marketing Framework With M&C Saatchi

8 August 2018

Saracens have announced that they are working with London-based M&C Saatchi Sport & Entertainment ahead of the 2018/19 season. The agency will be working with the club to create a new strategi...

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Turnstile To Work On RWC Sponsorship Valuation

31 July 2018

World Rugby has appointed sponsorship valuation specialist Turnstile to support its commercial team. The agreement will see Turnstile work on forecast valuation for sponsorship packages for the 2021 W...

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