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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Widnes' "Beat The Scrum" Wins Leaders Award

16 October 2018

A campaign devised and developed by Widnes Vikings was named the Best Sponsorship Programme in world sport at the Leaders Sport Awards last week. The Beat The Scrum campaign sees Widnes Vikings stars ...

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Utility Alliance Back Wales RL

11 October 2018

Wales Rugby League has announced Utility Alliance as its new main sponsor for the upcoming European Championship, celebrating the partnership with a new playing shirt. The energy consultancy company, ...

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FT Becomes Official H Cup Supporter

10 October 2018

The Financial Times has become an official supporter of the Heineken Champions Cup and Challenge Cup for the next four years. The world’s leading global business publication enhances EPCR’s existi...

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Sponsorship Value Of Prize RU Assets Takes A Hit

3 October 2018

The Six Nations are resigned to taking another hefty hit this season over the depreciating value of their title sponsorship says Peter Jackson in The Rugby Paper. The article claims that the expectati...

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Ladbrokes Back England In Autumn Test Series

25 September 2018

The Rugby Football League have announced that Ladbrokes will continue their association as a partner of England Rugby League for this autumn’s International Test Series against New Zealand. Ladbroke...

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BA Become Twickenham Principal Partner

30 August 2018

The RFU and British Airways have announced a new partnership which will see the airline become the inaugural principal partner to Twickenham Stadium - as close as you can get to naming rights without ...

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