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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Guinness To Be Title Sponsor Of 6N

7 December 2018

Guinness is to become the new title sponsor of the Six Nations, with the tournament to be known as the Guinness Six Nations for six years from 2019 to 2024. The value of the deal was not officially an...

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Sponsor Spotlight On Vodafone And Ireland

6 December 2018 by Sport For Business

It has been the most memorable of years for Irish Rugby and main sponsors Vodafone have been winners by association. A Grand Slam in the spring, bookended by victory over the All Blacks at the Aviva S...

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Extentia Partner With Leeds Rhinos

29 November 2018

Leeds Rhinos have announced a new partnership agreement with the Yorkshire-based Extentia Group. The brain child of local Leeds entrepreneurs Steve Parkin and Andy Kendall-Jones, Extentia Group has re...

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EY Become Official RWC2019 Supplier

27 November 2018

World Rugby has announced the appointment of EY as official professional services supplier of Rugby World Cup 2019 in Japan. As an official professional services supplier, EY, one of the world’s lea...

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Wigan Form High Performance Partnership With Prestone

21 November 2018

Wigan Warriors have announced that Prestone, manufacturer of automotive high performance functional fluids, will become the club’s principal partner for the 2019 Betfred Super League season. The rei...

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Cairnhill Sponsor Melrose Sevens

9 November 2018

Steel firm Cairnhill have agreed a deal to sponsor the Melrose Sevens in 2019. Cairnhill work throughout the UK offering a range of clients steel solutions to complex engineering and construction proj...

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