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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London Irish Confirm One More Season For Powerday

8 August 2017

London Irish have confirmed that Powerday will continue as the principal sponsor of both the London Irish professional and amateur clubs for the 2017/18 season. The partnership, which is now into its ...

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MBS Take Dragons Main Sponsorship

7 August 2017

Monmouthshire Building Society (MBS) have agreed to be main sponsor of Dragons Rugby for three seasons. The independent, Welsh, mutual building society, with headquarters in Newport since 1869 will fe...

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Aviva Renew With Premiership For Just One More Year

3 August 2017

Aviva has extended its title sponsorship of the English Premiership, the top tier of rugby union in the country despite having given notice in May 2016 that it would not be renewing. The new one-year ...

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Tyrrell's Put Name To New Women's Premiership

2 August 2017

The Rugby Football Union (RFU) has announced Tyrrells as title partner for the new women’s domestic competition, with the official name of the competition now the ‘Tyrrells Premier 15s’. Tyrrell...

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Leicester Tigers Look To Grow Global Partnerships

25 July 2017

Leicester Tigers prides themselves in being pioneers in global rugby. Their search for global partners revolves around three pillars: grass roots, talent ID and expanding the Tigers brand for commerc...

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Greene King Deal Renames Kingsholm's Shed

19 July 2017

Gloucester Rugby have completed an agreement with leading UK brewer and pub retailer, Greene King to become the new official ale partner of the club. The deal also includes the renaming of The Shed st...

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