Rugby Union
Qatar Airways ups rugby presence in Lions deal
Qatar Airways has expanded its presence in rugby union through a sponsorship - brokered by Pitch International - of the British & Irish Lions tour to Australia next summer.
Rugby Australia reaps benefit of attractive calendar with Cadbury extension
Rugby Australia is beginning to reap the benefits of the attractive schedule of rugby events passing through the country, securing a four-year extension to its Principal Partner sponsorship deal with Cadbury covering its men’s test team.
Fanatics unveils wide-ranging New Zealand Rugby deal
Just days after announcing an extensive new deal with Juventus, global sports merchandising firm Fanatics has sealed a similar long-term agreement with New Zealand Rugby.
Lucozade amplifies English FA deal with ‘generational talent’ Bellingham
Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.
World Rugby eyes full unbundling of women’s rights but some joint deals ‘still make sense’
World Rugby is increasingly looking to unbundle commercial rights to the women’s game, following similar steps taken by Fifa and Uefa in recent years, but believes that bundled rights deals “still make sense” in certain markets.
‘Embrace the Impossible’ – Defender and the Rugby World Cup
Jaguar Land Rover supported Defender as a standalone brand in its 'Embrace the Impossible' Rugby World Cup campaign.
Cadbury commits to long-term Wallaroos backing until 2029 RWC
The dividends are starting to pay off for Rugby Australia's huge hosting programme as Cadbury has agreed a new six-year sponsorship to be the 'Principal Partner' of the women's national team, the Wallaroos.
‘Rugby and Guinness have been on similar journeys’ | Stephen O’Kelly, Diageo
SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.
SA Rugby eyeing sponsorship uplift following ASG investment
South Africa Rugby is hoping that its proposed commercial agreement with US-based private equity firm Ackerley Sports Group (ASG) will enable the governing body to double its sponsorship revenue by the 2027 World Cup.
Guinness increases rugby standing with cross-property Six Nations renewal
Six Nations Rugby has secured an uplift in the value of the men's and women's Six Nations title rights in its recent sponsorship renewal with Guinness.
SA Rugby to set up commercial unit with investor ASG
South Africa Rugby is to establish a commercial vehicle to manage its media and sponsorship rights after striking an agreement with Ackerley Sports Group (ASG), a new unit of the US investment firm
Ethics clause included in Altrad’s French rugby shirt sponsor renewal
The French Rugby Federation (FFR) has signed a two-and-a-half-year extension to its shirt sponsorship deal with the Altrad Group, although the agreement includes a reciprocal ethics clause amid the ongoing probe into the company’s chairman, Mohed Altrad.
GMF ‘set to end’ FFR sponsorship after nearly four decades
French insurance firm GMF is set to end its sponsorship of the French Rugby Federation (FFR) after 38 years of supporting the governing body.
Royal London to brand Lions women’s shirt, Howden sponsors NZ tour
UK-based life, pensions and investments mutual Royal London has been named as founding partner and front-of-shirt sponsor for the British & Irish Lions women’s team’s first-ever overseas tour.
IHG becomes first hotel partner of Six Nations
IHG Hotels & Resorts has strengthened its position in rugby union, becoming a sponsor of the men's and women's Six Nations
BMS replaces Westpac on Queensland Reds jersey
Australian Super Rugby Pacific team Queensland Reds has named global insurance broker BMS Group as its new front-of-jersey sponsor in a four-year agreement, from 2024 to 2027
Guinness replaces TikTok as Women’s Six Nations title sponsor, men’s renewal inked
Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Harvey Norman opts against Super Rugby Pacific title renewal
Stalwart sponsor of Australian sport, the retail giant Harvey Norman, has opted not to extend its deal with Rugby Australia as the domestic market title sponsor of the Super Rugby Pacific competition