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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New RFL Logo Treatment

24 January 2017

The Rugby Football League has launched brand new visual identity, which includes refreshed logos for both the organisation and England Rugby League. Working in partnership with Matta, a specialist spo...

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Wolfpack Fly With Air Transat

23 January 2017

Air Transat and The Toronto Wolfpack have announced a three year sponsorship agreement which will see Air Transat become the Toronto Wolfpack's official airline partner, with the airline providing rou...

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Canon Extend RWC Sponsorship To 2019

18 January 2017

Canon, a world-leader in imaging solutions, has extended its official sponsorship of Rugby World Cup to include Japan 2019. A significant supporter of rugby in Japan through the Top League, Canon firs...

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Brewers Continue To Invest In RL

14 December 2016

Two announcements from rugby league concerning beer sponsorship and pouring rights: John Smiths have extended their naming rights agreement for Huddersfield Giamt’s John Smith’s Stadium and Robins...

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Rugby’s Sponsorship Spend On The Rise

1 December 2016 by Tim Groves

The sponsorship spend in rugby union grew by as much as 21 per cent a year between 2012 and 2015 and World Rugby’s head of broadcast, commercial and marketing Murray Barnett thinks that figure will ...

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Langtree To Become Totally Wicked In 2017

30 November 2016

St Helens have expanded their sponsorship deal with north-west vaping brand, Totally Wicked to include the principal naming rights for the stadium for the next five years. The financial value of the ...

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