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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Featherstone & Hull KR Bring In Name-Changing Sponsorships

18 April 2017

Two sponsorship announcements last week have brought name changes to the Kingstone Press Championship with Featherstone’s home ground becoming the LD Nutrition Stadium and Hull KR’s north stand be...

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Munster Renew With Bank Of Ireland While Connacht And Edinburgh Announce Partnerships

17 April 2017

Shirt sponsorship news from the Guinness Pro12 where Munster extend their agreement with Bank of Ireland while Connacht and Edinburgh come to terms with Portwest and Mitsubishi respectively. Bank of I...

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Doom Bar Joins Lions Commercial Family

11 April 2017

Cornish cask ale Doom Bar will be an official sponsor for the British & Irish Lions rugby tour to New Zealand this summer. Sharp’s Brewery has announced that Doom Bar will sponsor the tour which...

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300% Increase In Online RL Bets For Betfred

21 March 2017

Betfred owner Fred Done has expressed his delight with his company’s sponsorship of Super League, telling League Express that his company has seen a massive upsurge in rugby league betting since the...

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Case Study: IRFU Social Media In February

8 March 2017

The social media activity of the IRFU in February has been analysed against other Irish sporting bodies by social media agency, Sportego. The GAA (Gaelic sports association) produced over one thousand...

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Altrad's Support For France 2023 Bid Displayed On Shirts

8 March 2017

The French Rugby Federation (FFR) have confirmed this week that the Altrad Group will support the French bid to host the Rugby World Cup 2023. Altrad becomes the first private company to be displayed ...

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