Wales

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In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.

Online sports betting company Sky Bet is understood to have had a late change of heart about the value of its title sponsorship deal with the English Football League, clearing the way last month for a renewal of its deal.

Sports fashion retailer JD has expanded its partnership with the Football Association of Wales (FAW) by becoming the title sponsor of the governing body’s revamped league structure.

The Cardiff Blues Pro14 rugby union team has signed a sponsorship deal with business solutions provider Indigo Group

Championship football club Swansea City has unveiled online betting brand Yobet as its new front-of-shirt sponsor

Indigo Group, a company specialising in contracting, outsourced payroll and the umbrella industry, has agreed a deal to become the new title sponsor of domestic rugby union club competition the Premiership

Features

For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.

The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.

Beer brand Budweiser’s decision not to renew its lead partner contract with English football’s FA Cup has highlighted some weaknesses in the competition’s value to sponsors, industry experts said this month.

The England and Wales Cricket Board signed a £2m ($3.1m/€2.4m)-per-year agreement in August with NatWest bank in the first deal under a new sponsorship structure.

The England and Wales Cricket Board is finalising two major deals, for an England national team shirt sponsor and a title sponsor for the domestic Twenty20 club competition