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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Donnybrook Becomes Energia Park As Leinster Foresee "Year Of Pain" At RDS

21 March 2018

Leinster Rugby and energy firm, Energia have this morning formally announced a ten-year naming rights partnership that will see Donnybrook Stadium in Dublin renamed Energia Park. Energia will be an of...

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Toppan Printing Become RWC 2019 Supplier

21 February 2018

World Rugby has announced the appointment of Toppan Printing as a Rugby World Cup 2019 tournament supplier. A print giant in Japan, Toppan will provide its support the tournament's marketing programme...

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Rugby Creates Buzz In SMG Insight Report

20 February 2018

In a world too often gauged in terms of quantity, it is refreshing to read a research study focused on the quality of the perception of sport by UK audiences. More so if rugby appears prominently amon...

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Downer Come In To Sponsor World Club Challenge

12 February 2018

The World Club Challenge being played on Friday night in Melbourne has received a major boost with the Downer Group, a leading southern hemisphere intergrated services provider, joining as the naming ...

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Leeds Building Society Extend Rhinos Sponsorship To Record 14 Seasons

29 January 2018

Leeds Building Society’s sponsorship deal with Leeds Rhinos is to continue for another three years – propelling the partnership into the record books. The deal will see the Society continue as mai...

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Specsavers Extend RFL Match Official Partnership

29 January 2018

The RFL has announced an extension of their partnership with Specsavers which sees the optician continue their involvement for a fifth year. Since their sponsorship at the Rugby League World Cup 2013,...

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