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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Downer Come In To Sponsor World Club Challenge

12 February 2018

The World Club Challenge being played on Friday night in Melbourne has received a major boost with the Downer Group, a leading southern hemisphere intergrated services provider, joining as the naming ...

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Leeds Building Society Extend Rhinos Sponsorship To Record 14 Seasons

29 January 2018

Leeds Building Society’s sponsorship deal with Leeds Rhinos is to continue for another three years – propelling the partnership into the record books. The deal will see the Society continue as mai...

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Specsavers Extend RFL Match Official Partnership

29 January 2018

The RFL has announced an extension of their partnership with Specsavers which sees the optician continue their involvement for a fifth year. Since their sponsorship at the Rugby League World Cup 2013,...

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Capgemini Agree 6-Year Innovation Partnership With World Rugby

23 January 2018

World Rugby have announced that they have entered a “global innovation partnership” with research company Capgemini to help attract new fans to the sport through rugby sevens. The six-year deal wi...

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Aviva Extend Stadium Naming Rights Until 2025

17 January 2018

Aviva Ireland have extended their naming rights agreement for Dublin's Aviva Stadium until 2025. The insurance company has been a partner to the IRFU and FAI who play their home games at the venue sin...

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Irish Sponsorship Market Set To Grow Another 12% In 2018

16 January 2018

2017 saw the Irish sponsorship market grow 10% to an estimated €179 million (£159m), with 2 in 3 sponsors increasing investment in sponsorship during the year. The market is set to grow by 12% to a...

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