Sponsorship Value Of Prize RU Assets Takes A Hit

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3 October 2018

The Six Nations are resigned to taking another hefty hit this season over the depreciating value of their title sponsorship says Peter Jackson in The Rugby Paper.

The article claims that the expectation of market value for the Six Nations sponsorship has sunk from an annual £16.6m (€18.6m) 18months ago to just £6m (€6.7m) now.

Last year it was reported that an offer of £14m-a-year from RBS was rejected. Only for the same deal to be clawed back a few months later for £9m (we reported £11m at the time - editor).

Despite talking to more than 100 multi-national companies none was prepared to come anywhere near the RBS £14m. It triggered a chain of events which ended with the resignation of the man who had helped build the tournament into a roaring commercial success, chief executive John Feehan, says the article.

EPCR’s Champions’ Cup has also suffered from a spectacular devaluation in title sponsorship.

When the clubs wrenched control of the Heineken Cup from the national unions in 2014, the Dutch beer company was paying £10m-a-year.

A new, UEFA-style model demanded six elite sponsors pay £3m each but failed to raise anywhere near the projected £18m.

Heineken stayed in at £3m as one of the few. Heineken have been restored as sole sponsors but at £5.5m (€6.2m) a year almost half the price they had been paying four years ago.

The English domestic game has also suffered. Aviva extended their sponsorship of the Premiership last year at

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