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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One More Year For Super League And Batchelors Peas

7 February 2017

Betfred Super League has partnered with the UK's favourite canned peas brand, Batchelors Peas, for a second year making them an Official Partner of the 2017 season. Fans of the sport can look forward ...

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Stadium Naming Rights : Halliwell Jones Remains; Craven Park Returns

6 February 2017

Hull Kingston Rovers’ KCOM Lightstream Stadium has been renamed as KCOM Craven Park midway through a five-year naming rights deal with KCOM while Warrington Wolves have renewed with Halliwell Jones ...

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FFR Break With Tradition On Shirt Sponsorship

4 February 2017

Tim Crow, CEO of sponsorship agency, Synergy aired his views in the City AM newspaper on the landmark occasion of the French Rugby Federation (FFR) deciding it was time to display a sponsors logo on t...

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6N Naming Rights Valued At £100m Over 6 Years

25 January 2017

A £100million (€118m) rugby union sponsorship deal is being sought by organisers of the Six Nations, reports The Daily Mail. The proposed six-year contract will begin after this year’s tournament...

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Principality Backs Off Premiership

25 January 2017

The Welsh Rugby Union faces a hunt for a new sponsor for the Premiership with Principality Building Society's backing of the league set to end. Principality has been the title sponsor for the top flig...

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Irish Sponsorship Market To Grow 7% To €173m In 2017

24 January 2017

The Irish sponsorship market is expected to grow by around 7% to around €173m (£147m) according to the latest annual Onside Sponsorship Industry Survey. The increase will come from new sponsorship ...

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