EDF reduces involvement in rugby to focus on 2012

EDF: Continues to support rugby
EDF: Continues to support rugby

EDF Energy is dropping its title sponsorship of Rugby Union club tournament the Anglo-Welsh Cup to focus on its partnership with the London 2012 Olympics.

The energy company has sponsored the knockout competition for three years but Hilary Walkman, head of sponsorship at EDF, calls the Olympics a “once-in-a-lifetime opportunity” that can help achieve the company’s ambitions on a “national and international level”.

EDF is the official “sustainability partner” for the Games. The company has built almost its entire marketing strategy around its green credentials, recently launching “Green Britain Day” to encourage Britons to take action on climate change.

Despite the decision to drop its sponsorship of the Anglo-Welsh Cup, EDF is to continue its involvement with international rugby competitions the Heineken Cup and the European Challenge Cup after signing a four-year extension to its current agreement that will run to the end of the 2012/13 season.

The Rugby Football Union is now seeking a new sponsor for the Anglo-Welsh competition. Sponsorship includes naming rights, pitch-side branding and advertising. The sponsor will also have the right to use player imagery and the RFU logo in its marketing.

The Anglo-Welsh Cup features 12 English Guinness Premiership sides and four Welsh regional clubs.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now