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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Dacia Named Principal Partner Of England RL

13 June 2018

Dacia will be the principal partner of England Rugby League ahead of this year’s Denver test and International Series against the New Zealand Kiwis and will adorn the front of England shirts for the...

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Principal & Prosper To Front Edinburgh For Three Years

13 June 2018

One of the UK’s largest chartered independent financial advisors, Principal & Prosper, has been unveiled as the new main club sponsor of Edinburgh Rugby. The successful local business, which has...

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Edinburgh Re-Brand

4 June 2018

Edinburgh Rugby have launched a new brand identity that they claim better reflects the city’s long and proud rugby heritage, whilst signalling a new chapter for the club in the modern game. No name ...

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Heineken Regain Naming Rights To European Cup

4 June 2018

Just when we’ve trained ourselves – after four seasons - not to refer to the European Rugby Champions Cup as the “Heineken Cup”, it’s the Heineken Cup again! Heineken is to return as the tit...

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Gloucester Introduce New Logo

16 May 2018

Gloucester Rugby have announced a change their logo as part of a club wide review. Stephen Vaughan, CEO announced the change as part of a number of new developments at an event Kingsholm Stadium this...

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Principality Backs Premiership For Another Year

16 May 2018

Principality Building Society has extended its title sponsorship of the Welsh Premiership and the WRU National Youth Leagues for the 2018/2019 season. It will be the fourteenth year of involvement in ...

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