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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Scarlets Claim 18 Kit Sponsors Boost Income By 70%

24 July 2018

The Scarlets have unveiled their new kit for the 2018-2019 season, featuring no less than 18 sponsors reports the Daily Mail. The region's commercial team believe the new strategy has increased sponso...

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Another 4-Year Cycle For HSBC And Rugby 7s

24 July 2018

World Rugby has announced the renewal of HSBC as title partner of the men’s and women’s HSBC World Rugby Sevens Series for a new four-year cycle. HSBC will also become official banking partner of ...

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12% Rise In Irish Sponsorship Market

23 July 2018

Irish sponsorship consultants, Onside have tracked a 12% rise in sponsorship investments in Ireland in the first half of this year driven largely by interest in rugby. Aviva’s 5 year extension of th...

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Bath And Novia Extend

19 July 2018

Bath Rugby have announced the extension of their partnership with Novia Financial ahead of the 2018/19 season. Now in its eighth year of sponsorship, Novia will become the club’s inaugural official ...

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Toogood Become Bristol Bears' Main Sponsor

19 July 2018

Bristol-based courier services company, Toogood International will feature as main sponsors on the front of Bristol Bears’ club’s home and away strips in their first season back in the Gallagher ...

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Bath And Dyson Extend For 5 Years

10 July 2018

Bath Rugby has agreed a new five-year strategic partnership with Dyson which will see the global engineering firm continue its title sponsorship of the club. Tarquin McDonald, chief executive at Bath ...

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