Marketing and Sponsorship

Sort by:





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.

Sign up to our free news bulletin

Bath And Novia Extend

19 July 2018

Bath Rugby have announced the extension of their partnership with Novia Financial ahead of the 2018/19 season. Now in its eighth year of sponsorship, Novia will become the club’s inaugural official ...

Read more

Toogood Become Bristol Bears' Main Sponsor

19 July 2018

Bristol-based courier services company, Toogood International will feature as main sponsors on the front of Bristol Bears’ club’s home and away strips in their first season back in the Gallagher ...

Read more

Bath And Dyson Extend For 5 Years

10 July 2018

Bath Rugby has agreed a new five-year strategic partnership with Dyson which will see the global engineering firm continue its title sponsorship of the club. Tarquin McDonald, chief executive at Bath ...

Read more

Stelrad Radiator Group Front Up Falcons' Shirts

9 July 2018

Newcastle Falcons have announced Stelrad Radiator Group as the club’s new principal partner. The two-year partnership, with an option for a third year, will see the company’s name and logo on the ...

Read more

SRU And Tennents Lager Extend

2 July 2018

Scottish Rugby has announced a five year contract extension with Tennent’s Lager, deepening the association with the country’s favourite beer at every level of the game in Scotland. The new partne...

Read more

What To Make Of Premiership Social Standings?

26 June 2018

What does a club’s social media following say about the club and its supporters? Does a large gate translate into a large social following or is it vice versa? What part do results play? Is it the f...

Read more

Prev   | 1 2 3 4 5 6 7 … |   Next

Follow Us

LinkedIn Twitter RSS Feed

Regular Features