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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Specsavers Extend RFL Match Official Partnership

29 January 2018

The RFL has announced an extension of their partnership with Specsavers which sees the optician continue their involvement for a fifth year. Since their sponsorship at the Rugby League World Cup 2013,...

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Capgemini Agree 6-Year Innovation Partnership With World Rugby

23 January 2018

World Rugby have announced that they have entered a “global innovation partnership” with research company Capgemini to help attract new fans to the sport through rugby sevens. The six-year deal wi...

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Aviva Extend Stadium Naming Rights Until 2025

17 January 2018

Aviva Ireland have extended their naming rights agreement for Dublin's Aviva Stadium until 2025. The insurance company has been a partner to the IRFU and FAI who play their home games at the venue sin...

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Irish Sponsorship Market Set To Grow Another 12% In 2018

16 January 2018

2017 saw the Irish sponsorship market grow 10% to an estimated €179 million (£159m), with 2 in 3 sponsors increasing investment in sponsorship during the year. The market is set to grow by 12% to a...

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Betfred Extend Sponsorship To Championship And League 1

12 January 2018

The UK based bookmakers, Betfred have extended their rugby league involvement by taking naming rights to Championship and League 1 until the end of the 2019 season. They now sponsor all three professi...

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Altrad's €35M Sponsorship To Proceed Despite LNR Concerns

9 January 2018

Montpelier president and construction magnate, Mohed Altrad is getting used to hearing the phrase “conflict of interest”. The French Rugby Federation (FFR) confirmed the shirt sponsorship deal for...

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