Rugby Union

Features

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.

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

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.

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.

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.

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.

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.

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

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.

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

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.

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).

French rugby union club ASM Clermont Auvergne believes it is close to its limit on sponsorship revenue after signing waste management company Paprec to its main domestic shirt position.

English Premiership Rugby club Leicester Tigers has made a net gain on the shirt and stadium assets left by long-term club partner, the construction machinery and equipment company Caterpillar, after the brand opted not to renew last year.

African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.

International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.

Kinesiology tape market leader KT Tape is looking to use the 2016 Summer Olympic Games in Rio as a platform to sustain its dominance of the US market, Greg Venner, Chief Executive of KT Tape, told Sports Sponsorship Insider.

Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.

Rugby union is an increasingly attractive proposition to South African telecoms companies because of its ABC1 audience that can afford subscriptions fees for pay-television platforms. Rugby union is broadcast exclusively on pay-television in South Africa. This audience has led to a crowded sponsorship marketplace.