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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Paysafe Back Barbarians: Men, Women and Help For Heroes

10 October 2017

The Barbarians have a new partnership with Paysafe Group plc, a leading global payments provider based in the UK and have announced their first competitive womens fixture. The Baa-Baas have matches sc...

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New Logo For Swinton Lions

9 October 2017

Swinton Lions have revealed a new club logo. Operations director, Steve Wild explained the reasoning behind the new logo:“The club is entering a fresh era, one of sustainability, professionalism and...

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Eversheds Sutherland Become First RLWC 2021 Partner

4 October 2017

Rugby League World Cup 2021 have announced their first official partner: the global law firm Eversheds Sutherland. The company will provide all aspects of legal advice for the competition. Jon Dutton,...

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Six Nations Forced To Rein In Title Sponsorship Expectations

25 September 2017

The Six Nations looks to be in an uncomfortable position as the organisers, the Six Nations committee - a vehicle made up of the national governing bodies of the six competing nations - has admitted t...

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Connacht Invest In Marketing Team

25 September 2017

Connacht Rugby has announced five new jobs as part of an expansion in its commercial and marketing team. Four of the new positions are being advertised immediately and applications will be sought for ...

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Leinster And Bank Of Ireland Agree Five-Year Extension

20 September 2017

Bank of Ireland and Leinster Rugby have announced a five year extension of their sponsorship through to the 2023 season. In addition to exclusive branding of all playing and training kits for the Lein...

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