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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SRU And Tennents Lager Extend

2 July 2018

Scottish Rugby has announced a five year contract extension with Tennent’s Lager, deepening the association with the country’s favourite beer at every level of the game in Scotland. The new partne...

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What To Make Of Premiership Social Standings?

26 June 2018

What does a club’s social media following say about the club and its supporters? Does a large gate translate into a large social following or is it vice versa? What part do results play? Is it the f...

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Wasps, Mongoose and Delaware North

20 June 2018

Wasps have confirmed agreements to find a new naming rights sponsor for the Ricoh Arena and have announced new catering and hospitality partner. Wasps have appointed London –based sponsorship agency...

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Google Strips Club Sites Of Results Traffic, But Fanbase Remains

19 June 2018

The shift has been a slow one, but as well as regional rivals, other professional sports, and sports press, rugby club sites now have a new competitor fighting for key site traffic – Google. How can...

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Dacia Named Principal Partner Of England RL

13 June 2018

Dacia will be the principal partner of England Rugby League ahead of this year’s Denver test and International Series against the New Zealand Kiwis and will adorn the front of England shirts for the...

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Principal & Prosper To Front Edinburgh For Three Years

13 June 2018

One of the UK’s largest chartered independent financial advisors, Principal & Prosper, has been unveiled as the new main club sponsor of Edinburgh Rugby. The successful local business, which has...

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