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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Singha To Sponsor Premiership 7s Series

4 March 2015 by Mark Tilley

Singha Beer will be the new title sponsors of the Premiership Rugby 7s Series after a partnership with the Thai lager brand was announced this week. A three-year deal for the Singha Premiership Rugby ...

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Rugby Proving A Major Driving Force In Irish Sponsorship Boom

26 February 2015 by Tim Groves

A new report has predicted that the sponsorship market in Ireland is set to experience double digit growth in 2015 and rugby is firmly at the heart of the boom. The Outlook 2015 report from Onside Spo...

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London Irish Appoint Two Circles To Improve Marketing

25 February 2015 by Mark Tilley

London Irish have appointed Two Circles, the data-driven sports agency, to play a key role in improving the club's marketing strategy. The announcement follows on from the appointment of former captai...

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Kingspan Adds Ulster Shirt Sponsorship To Stadium Naming Rights

19 February 2015 by Tim Groves

Ulster have confirmed that current stadium naming rights partner Kingspan is replacing the Bank of Ireland as the club’s main shirt sponsor at the end of the season in a four-year deal. The Irish p...

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'Rugby World Cup' Wording Banned For Exeter Businesses?

17 February 2015 by Mark Tilley

Businesses in Exeter have reportedly been left to find a new way to promote one of the biggest events the city has ever seen thanks to licensing restrictions which prohibit the use of the words 'Rugby...

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Adidas To End Kit Deal With Lions

11 February 2015 by Mark Tilley

Global sports manufacturer Adidas has reportedly brought an end to its 18-year association with the British and Irish Lions. The decision by Adidas is apparently linked to the estimated £750m they ar...

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Tournament Guest & Protocol Coordinator - England 2015

The Tournament Guest & Protocol Coordinator will provide timely and accurate professional assistance to help plan and deliver the World Rugby Tournament Guest programme across the Tournament.

Key responsibilities:
- Management of the various event’s guest list ensuring all the information on Tournament Guests is up to date and accurate
- Liaising with the incumbent staff at various venues
- Drafting letters, itineraries and emails to Tournament Guests from May 2015 through to Tournament time

E-mail with the promotion code ‘RR2013CF’ to qualify for a discounted job posting price.