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.
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.
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.
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.