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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Cairnhill Sponsor Melrose Sevens

9 November 2018

Steel firm Cairnhill have agreed a deal to sponsor the Melrose Sevens in 2019. Cairnhill work throughout the UK offering a range of clients steel solutions to complex engineering and construction proj...

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Historic Pro Carrier Sponsorship For Swinton Lions

8 November 2018

Championship club, Swinton Lions claim to have finalised the biggest sponsorship deal in the club’s history with one of the UK’s fastest growing independent logistic companies, Pro Carrier. Swinto...

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Ulster And Kingspan Extend For Another Four Years

31 October 2018

Kingspan has agreed a new four-year deal to remain as principal sponsor of Ulster Rugby until 2023, extending a partnership that stretches back to 1999. The agreement will see Kingspan, a leading glob...

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HSBC To Sponsor 6N?

23 October 2018

The Guardian said this week that the Six Nations is set to unveil HSBC as the championship’s new title sponsor. HSBC, which sponsored the 2009 and 2013 British & Irish Lions tours of South Afric...

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Widnes' "Beat The Scrum" Wins Leaders Award

16 October 2018

A campaign devised and developed by Widnes Vikings was named the Best Sponsorship Programme in world sport at the Leaders Sport Awards last week. The Beat The Scrum campaign sees Widnes Vikings stars ...

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Utility Alliance Back Wales RL

11 October 2018

Wales Rugby League has announced Utility Alliance as its new main sponsor for the upcoming European Championship, celebrating the partnership with a new playing shirt. The energy consultancy company, ...

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