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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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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SRU And BT Extend To 2021

6 September 2017

Scottish Rugby has extended its partnership with global communications and broadcast company BT for a further three years to 2021. The new deal, which begins in June 2018, maintains BT’s position as...

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Jersey Reds To Play At Stade Santander International Until 2021

31 August 2017

Jersey Reds' home ground is to be renamed as part of an extended agreement with the club's lead sponsor Santander International. The Reds will play their first home match of the season at Stade Santan...

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