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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EY Backs Women's RWC

11 July 2017

World Rugby has welcomed EY as an official sponsor and supporter of Women's Rugby World Cup 2017. With just less than a month to go until the tournament gets underway in Dublin and Belfast, the global...

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Abbey Insurance Back Ulster Stand And Academy

3 July 2017

Abbey Insurance has announced two major sponsorship agreements with Ulster Rugby. The three-year partnership will see Northern Ireland's largest locally owned insurance broker sponsor the Ulster Rugby...

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Emerald Buy Headingley Naming Rights For £10m

3 July 2017

The Yorkshire County Cricket Club and Leeds Rhinos have announced that Emerald Group - the Bingley-based publisher - has acquired the naming rights to Headingley Stadium for 10 years at a value believ...

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WRU Sign With Isuzu And Retain Admiral

28 June 2017

The Welsh Rugby Union (WRU) has announced a main partnership deal with truck manufacturer, Isuzu for four years while retaining the support of the incumbent, Admiral on the shirts of sevens and age gr...

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Case Study - QBE Lions Tour App by RightNow Digital

14 June 2017

To support QBE’s sponsorship of the Lions tour to New Zealand, RightNow Digital (RND) were commissioned to build QBE’s app, which would be a central and key element of its sponsorship activation. ...

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Mastercard Last Of Big Six To Renew For Japan 2019

30 May 2017

It has been reported that World Rugby and Mastercard have renewed their partnership for Rugby World Cup 2019 in Japan taking the sponsorship roster to the same six brands that backed RWC 2015. Masterc...

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