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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Coca-Cola Joins RWC Sponsor Roster

17 December 2014 by Mark Tilley

The Coca-Cola Company has been appointed official soft drink of Rugby World Cup 2015, extending a partnership that dates back to the 1995 tournament, Under the deal, the Coca-Cola Company will make it...

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Broncos Sign Three Year Towergate Insurance Sponsorship Deal

16 December 2014 by Mark Tilley

London Broncos have announced Towergate Insurance as an official club sponsor on a three year deal.  The Towergate Insurance logo will feature prominently on home and away shirts in 2015 in a deal th...

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James Grant Group Acquires Waterton Limited

16 December 2014 by Mark Tilley

James Grant Group (JGG), the UK-based TV, music, sport, literary and social talent management company, has acquired leading rugby union agency Waterton Limited, owned and managed by Derwyn Jones. The ...

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How Can Brands Ensure Stadiums Are The Most Engaging Place To View Sport?

10 December 2014 by Synergy Sponsorship

In recent years the volume and quality of sports broadcasts has improved dramatically. This improvement has meant that some rights holders have needed to adapt their approach and start thinking more c...

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Halfpenny’s Under Armour Deal A Game Changer For Rugby

4 December 2014 by Tim Groves

Elite rugby players signing agreements with sports brands is nothing new but Leigh Halfpenny’s recent deal with Under Armour has been described as a “game changer”. It is said to be the most luc...

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Wales Sign Two-Year Partnership With Vitality

3 December 2014 by Mark Tilley

The Welsh Rugby Union has signed a two-year agreement for health and life insurer Vitality to become its official wellness partner. The agreement will give Vitality a wide range of benefits, from sta...

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Accommodation Operations Coordinator - England Rugby 2015

The role will be responsible for assisting with the delivery of the accommodation requirements for all client groups, gathering the necessary contract information to populate hotel agreements, rising of purchase orders and assisting with the hotel and client releases. The role will assist with ensuring all team data is captured and correctly entered onto the Tournament Management System (TMS).

Key responsibilities:

- Assist on the implementation of hotelier and team data into the Tournament Management System (TMS)
- To assist with the development of appropriate policies, processes and procedures

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