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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Coral Sponsor Men's And Women's Challenge Cups

22 January 2019

The Rugby Football League have agreed a commercial partnership with gambling brand, Coral to include both the men’s and women’s Challenge Cups, in a two-year, seven-figure deal. The two competitio...

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Rugby To Drive Sponsorship Growth In Ireland By 11% In 2019

18 January 2019

In the face of economic uncertainty, 1 in 2 sponsors in Ireland are planning to increase their spend on sponsorship in 2019, fuelling an Irish sponsorship market that is set to grow by 11% to €226m ...

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Analyst's Preview Looks Good For Guinness

17 January 2019

Most of us already know that Guinness and rugby is a good fit. But to add some expertise to our instinct we’ve reproduced some notes from You Gov SMG Insights analyst, Bruce Cook on the value of Gui...

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More Batchelors Mushy Peas For Super League And Challenge Cup

11 January 2019

Betfred Super League and the Rugby Football League have extended their partnership with Batchelors Peas until the end of the 2021 season. Batchelors Peas began their relationship with rugby league in ...

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Steeden Agree Three-Year Deal With RFL & SL

4 January 2019

As part of a new three-year partnership, Australian sports manufacturer Steeden will become the Official Match Ball supplier to Betfred Super League, Championship and League 1, the Challenge Cup and E...

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Lowie Recruited To Bradford Bulls Team

8 December 2018

Bradford Bulls have announced that international recruitment firm, Lowie Recruitment International have joined the club as major sponsor for the upcoming 2019 Championship season. Lowie Recruitment In...

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