Rugby

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PROJECT DETAILS Sponsorship Title: Gillette – Official Sponsor & male grooming supplier of The British & Irish Lions 2017 Tour to New Zealand

Sports Sponsorship Insider has undertaken research into 57 properties and 858 different brands across the Six Nations Championship rugby union markets in Europe

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.

Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.

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.

USA Rugby has struck a deal to make professional services provider EY the the Official Principal Partner of their Men’s and Women’s senior national teams.

English Super League rugby league club Warrington Wolves has entered into a two-year partnership with Irish sportswear manufacturer O’Neills.

HSBC is poised to succeed fellow banking group NatWest as title sponsor of the Six Nations rugby union tournament, according to The Guardian

Persil, the laundry brand owned by consumer goods group Unilever, has agreed a three-year partnership with England Rugby

Features

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.

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.

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

Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.

UK-based health and life insurance company Vitality is using sport sponsorship to promote healthy lifestyles, and reward loyal customers, Nick Read, Vitality director, told Sports Sponsorship Insider.

Japanese IT company Fujitsu is looking for global brand awareness from its sponsorship of the 2015 Rugby World Cup, but is unlikely to extend its sponsorship activity to a national deal in the UK.