Rugby Union
Sponsorship of 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.
IBM: Opportunities to collaborate crucial to decision-making
Altrad breaks FFR shirt hold, commercial deals to come
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.
Italian rugby signs two deals, expects uplift from shirt rights
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.
Admiral: Staff engagement main focus for Welsh brand
Brumbies Plus500 double-up takes club top of Aussie rugby
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.
Harris Tweed Hebrides: Brand awareness in emerging markets
O2: Expanding digital focus with England Rugby
HOP!: Awareness and association through rugby key to rapid growth
Land Rover: Aligning with rugby union, equestrianism and sailing
DHL: High-profile strategy focused on ability to deliver
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.
Total: Portfolio aligned with ‘One Ambition’ strategy
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).
Clermont Auvergne reaching limits on partner revenue
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.
Caterpillar exit inspires revenue uplift for Tigers
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.
Vodacom: Content and visibility centre of new strategy
African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.
Turkish Airlines: Innovative activations key to sponsorship success
International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.
KT Tape: Education through activation
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.
Hungaria: Relaunch targets multiple sports
Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.
Standing out in crowded South African telecoms marketplace
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.