Rugby Football Union launches soft drink brand to capitalise on World Cup victory

The Rugby Football Union (RFU) is to launch a soft drink brand as part of a wider plan by the rugby governing body to capitalise on licensing deals in the wake of England’s World Cup victory.

Called Swing Low Sweet Chariot, the brand will contain a mixture of grape and elderflower juice, although the drink is not expected to be promoted as a sports or health product. The RFU has already agreed deals with retailers such as Waitrose and Tesco to distribute the drink.

The organisation has plans for a raft of other licensing deals, including a forthcoming launch of its own broadband internet service. Rugby fans will be able to have an English rugby e-mail address as part of the service, which will be launched in partnership with internet service provider Business Serve.

RFU commercial director Paul Vaughan says that such deals tap into the market of hardcore rugby fans who want to be closer to the sport following the championship success in Australia last November.

Vaughan says that financial benefits of the World Cup could be worth up to 20 per cent in increased revenue for the sport, with an immediate return in merchandising and licensing deals and a longer-term boost to sponsorship and broadcast activities.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here