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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Rugby’s Sponsorship Spend On The Rise

1 December 2016 by Tim Groves

The sponsorship spend in rugby union grew by as much as 21 per cent a year between 2012 and 2015 and World Rugby’s head of broadcast, commercial and marketing Murray Barnett thinks that figure will ...

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Langtree To Become Totally Wicked In 2017

30 November 2016

St Helens have expanded their sponsorship deal with north-west vaping brand, Totally Wicked to include the principal naming rights for the stadium for the next five years. The financial value of the ...

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Gillette Join Lions Tour

21 November 2016

Gillette has been confirmed as an official sponsor for the British & Irish Lions 2017 tour of New Zealand. Gillette will be bringing the partnership to life in all major retailers across the UK wi...

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WR Hall Of Fame Opens In Rugby

21 November 2016

The World Rugby Hall of Fame has been officially launched in Rugby, England, following a star-studded grand opening in the town and induction of 12 more greats of the game on Thursday. The Hall of Fam...

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RCMA Group On Saints' Home Shirts

21 November 2016

St Helens have secured the RCMA Group, a global commodities and supply chain company as a principal partner and home shirt sponsor in a deal that they claim will greatly support and expand the commerc...

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Crabbie's Grab St Helen's Away Kit

16 November 2016

St Helens have agreed a new partnership with Halewood Wines & Spirits which will see Crabbie's become its official away kit partner for the next three seasons. The international drinks company wil...

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