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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Reputational Pressure On PRL After Racist Remarks

5 April 2019

Premiership Rugby discovered that reputational risk travels both ways between sponsor and rights-holder last week as they squirmed under the pressure brought about by the racist remarks of senior figu...

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Suntory Become Official Supplier Of RWC2019

16 February 2019

World Rugby has announced the appointment of Suntory Holdings Limited as the official soft drinks supplier for Rugby World Cup 2019 in Japan. A major player in the Japanese soft drinks market, Suntory...

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BetFred Sponsor World Club Challenge

11 February 2019

Super League (Europe) Ltd. have announced that Betfred will become the title partners of this weekend’s World Club Challenge between Wigan Warriors and Sydney Roosters. The announcement sees the cur...

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New Logo For Keighley Cougars

1 February 2019

Keighley Cougars have unveiled a new logo ahead of the new League 1 campaign, after their recent take-over of Mike Smith and Mick O’Neill. The duo were the driving force behind the club’s Cougarma...

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Amazon Web Services Become Official 6N Provider

31 January 2019

The Guinness Six Nations has selected Amazon Web Services (AWS) to become official technology provider. AWS will deliver more in-depth insight into the championship and enhance the match experience fo...

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Expecting A Big Bang From Guinness

31 January 2019 by Sport For Business

In their sponsor spotlight Sport For Business have interviewed Guinness head of partnerships, Rory Sheridan about the background to his brand’s relationship with rugby, the new Six Nations naming ri...

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