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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UK Clubs Announce More Sponsorship Deals

17 September 2014 by Editor

A raft of sponsorship deals involving Aviva Premiership and Guinness Pro12 clubs were announced over the last week with Leicester Tigers, Exeter Chiefs, Ulster and Bath all launching new partnerships...

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Bulls Extend Partnership With Provident

17 September 2014 by Editor

Bradford Bulls have announced an extension to their partnership with Provident Personal Credit that will see the association between the two continue for at least the next three seasons. The deal, wh...

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Premiership Rugby Adds Ricoh As Official Partner

17 September 2014 by Editor

Premiership Rugby have announced imaging and electronics company Ricoh as an official partner. The long-term partnership will see Ricoh's branding in stadiums via perimeter advertising boards for all ...

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Wasps Begin Season Without Main Sponsor

10 September 2014 by Editor

Wasps have kicked off the 2014/15 season without a main front-of-shirt sponsor and have been forced to issue a statement to supporters after they were unable to release their new playing shirts in tim...

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UK Clubs And Unions Announce Further Sponsorship Deals

10 September 2014 by Editor

A host of Aviva Premiership and Guinness Pro12 clubs, as well as the Welsh Rugby Union (WRU), have all announced sponsorship deals and other partnerships this week. Fresh from their announcement last ...

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Premiership Clubs Sign Up Sponsors Ahead Of New Season

3 September 2014 by Editor

Leicester, Bath, Wasps, Harlequins and London Irish have all this week announced new additions to their commercial partnership portfolios ahead of the new season. The Tigers have announced a three-ye...

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