Rugby Union

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Rugby Union
Beer

During the opening weekend of the 2019 Rugby World Cup, Steinlager leveraged its partnership with the All Blacks via ‘Black Laundry’, an experiential activation backed by an integrated marketing campaign.
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Logistics

DHL, official logistics supplier to the 2019 Rugby World Cup, rolled out an epic campaign of activations through 2018 and 2019.
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Hotels & Resorts

At the 2019 Hong Kong Sevens, French rugby legend Sébastien Chabal fronted activations for Marriott aimed at promoting the Bonvoy rewards programme in Asia-Pacific.
Rugby Union
Airlines

Ahead of the All Blacks making the trip to Japan for the 2019 Rugby World Cup, Air New Zealand dropped a ‘safety video’ and support-building marketing campaign.
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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.

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Telecommunications

Telecommunications Vodafone has renewed its main sponsorship deal with the Irish Rugby Football Union (IRFU), the governing body of rugby union in Ireland
Rugby Union
Construction & Engineering

Building construction and civil engineering company Taisei Corporation has become the latest Japanese sponsor of the 2019 Rugby World Cup ahead of the start of the national team tournament in the country
Football
Telecommunications

The multi-purpose venue formerly known as Westpac Stadium in Wellington, New Zealand will be called the Sky Stadium from the start of next year
Rugby Union
Telecommunications

Broadband company Openreach has signed a four-year sponsorship deal with PRO14 club Ulster Rugby, starting this season

Features

Rugby Union
Insurance

AIG’s ‘Effort is Effort’ campaign around New Zealand Rugby’s women’s team helped elevate the diversity agenda internally, created a platform to recognise female leadership and brought AIG’s New Zealand Rugby partnership to a new audience.
Rugby Union
Beer

Dutch premium beer brand Heineken will pay around €5m ($5.7m) per year to return as title sponsor of the European Rugby Champions Cup, from 2018-19 to 2021-22, after four seasons in the role of Official Beer Partner. 
Rugby Union
Timing

Rolex-owned luxury watch brand Tudor’s new seven-year partnership with World Rugby is comfortably the biggest deal the global governing body has signed with a timing partner.

Rugby Union

The Six Nations Rugby Championship has signed a last-minute deal for its title sponsorship property with NatWest at a discount on an offer it rejected just last year.

Rugby Union
Telecommunications

Telecommunications company Vodafone New Zealand signed as a Regional Partner of New Zealand Rugby (NZR) for four years, from 2017 to 2021, in a cash and technology services deal.

Rugby Union
Automobile Manufactures

Jaguar Land Rover-owned premium car brand Land Rover is using blue-chip properties in rugby union and sailing to reinforce its brand position as an authentic brand with strong technology and innovation…
Rugby Union
Automobile Manufactures

Jaguar Land Rover-owned premium car brand Land Rover has renewed as a top-tier Worldwide Partner of the 2019 Rugby World Cup to be hosted by Japan.

Rugby Union

For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.

Basketball
Information Technology

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.
Rugby Union
Construction & Engineering

French construction equipment company Altrad has become the first brand to appear on the French rugby union national team shirt under a short-term agreement tied to the France 2023 Rugby World Cup bid.

Rugby Union
Automobile Manufactures

The Italian Rugby Federation (FIR) has added carmaker Renault to its sponsorship portfolio and renewed its agreement with the NH Hotels chain as it looks to return its total sponsorship revenue to its 2013 high water mark.

Rugby

UK insurance company Admiral has been the main shirt sponsor of the Welsh national rugby team since 2010. Its main focus in sponsorship is to increase employee engagement and celebrate the Welsh origins of the company.
Rugby Union
Diversified Financials

Australian rugby union club Brumbies this month signed a deal with forex company Plus500 to make its shirt one of the most valuable in world club rugby.

Rugby
Timing

Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.
Rugby Union
Telecommunications

British telecommunications brand O2 is expanding its activation window around England Rugby test matches after its previous digital rugby programmes proved a success.

Rugby

French regional airline HOP! is using sponsorship of French Top 14 rugby union teams to increase its brand awareness across the country and create strong association with rugby values.

Equestrian

Carmaker Land Rover is strengthening its sponsorship role in rugby to consolidate its presence and brand alignment with the sport.
Football
Shipping & Courier Services

This summer logistics company DHL renewed a second-tier deal with English Premier League champions Leicester City and added a second-tier agreement with German Bundesliga 2 football club Bochum as the company continues to benefit from its Partner Program, an online portal that supports regional teams when selecting and activating sponsorships.

Badminton
Oil, Gas & Consumable Fuels

France-based oil and gas company Total is looking to secure agreements that support its ‘One Ambition, One Total’ diversification policy, a direction that includes its recent mega-deal with the Confederation of African Football (CAF).