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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World Rugby's China Deal With Ali Sports On Hold

10 April 2018

Alisports’ US$100 million investment to develop rugby in China has been temporarily halted according to Hong Kong’s South China Morning Post as the world governing body assesses the fall-out of sw...

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Arthur J Gallagher Revealed As Next Premiership Sponsor

4 April 2018

Premiership Rugby has found a title sponsor that will draw England’s elite competition closer to the US. The Guardian has revealed that US insurance giant Arthur J Gallagher & Co will become the...

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Local Retail Group Name Stand At Hull KR

27 March 2018

Local retailer Sewell On The Go is back on board with Hull Kingston Rovers after becoming the new sponsor of their Colin Hutton Stand with immediate effect. Sewell – which operates 13 fuel and conve...

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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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