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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RFL Tasks Essentially With Finding Gillette Replacement

26 November 2015 by Tim Groves

The Rugby Football League (RFL) has signed up Essentially as its exclusive global commercial agency and its first task is to find a replacement main sponsor for the England team. Gillette is pulling o...

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Saracens Engage Through Eleven Sports' Screens

23 November 2015

Saracens have partnered with Eleven Sports Media to improve their in-stadium experience. Through this partnership, the club will install 17 screens at Allianz Park that will employ Eleven’s streami...

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Halifax RLFC Sign Up New Main Sponsor

19 November 2015 by Tim Groves

Halifax RLFC have signed a three-year deal for MBi Group to become the club’s new main home shirt sponsor and its logo will appear on the training kits for the first team and reserve grade as well. ...

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Moseley To Add Birmingham To Name

19 November 2015 by Tim Groves

Moseley have revealed that they are changing their name to Birmingham Moseley from next season after 143 years of history under the current name. The West Midlands club has been known as Moseley since...

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All Blacks Could Be Worth $500m In 10 Years

19 November 2015 by Editor

An international brand valuation consultancy has suggested that the Rugby World Cup winning All Blacks’ brand could reach an estimated US$500m (£328m) in the next decade. Brand Finance has claimed ...

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Champions Cup Gets Second Major Sponsor

5 November 2015 by Tim Groves

Turkish Airlines have become the second major sponsor of the European Rugby Champions Cup and Challenge Cup in a three-year deal as organisers continue their search for five major sponsors. Another ma...

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