Rugby World Cup: Which brands are winning?
Thomas HobbsAs the Rugby World Cup moves into the quarter final stage this weekend, Heineken and Mastercard are so far winning the battle for social media buzz but the longer term impact is still unclear.
Rugby World Cup 2015
RFU says Rugby World Cup is still a ‘fantastic shop window’ despite England exit
Thomas HobbsThe chief executive of the Rugby Football Union Ian Ritchie admits that England’s early exit from the Rugby World Cup is “enormously disappointing” but he insists the tournament is still on course to be a “great economic success.”
Is England’s early exit from the Rugby World Cup a disaster for brands?
Thomas HobbsWith England exiting the Rugby World Cup after just three games, brands and sponsors will be just as disappointed by the host nation’s failure to progress past the group stages as the fans.
Who are the fans watching the Rugby World Cup? Profile #2: ‘Rugby Veterans’
Michael BarnettMarketing Week and Experian have identified four types of Rugby World Cup fan, revealing the interests most likely to be shared by consumers buying tickets and engaging with the England 2015 tournament.
Who are the fans watching the Rugby World Cup? Profile #1: ‘Rugby Prime’
Michael BarnettMarketing Week and Experian have identified four types of Rugby World Cup fan, revealing the interests most likely to be shared by consumers buying tickets and engaging with the England 2015 tournament.
‘Rugby is niche but we can bridge it into broader culture’ says Beats’ marketing boss
Thomas HobbsBeats by Dre’s EVP of marketing Omar Johnson says he is hoping to give rugby global appeal and help it expand into wider popular culture with the launch of a campaign focused on the Rugby World Cup.
Rugby’s ‘niche’ status offers brands a huge opportunity
Thomas HobbsLong seen as too niche a sport for certain major sponsors, tomorrow (18th September) evening’s opening game of the 2015 Rugby World Cup is the perfect opportunity for brands to communicate the game’s unique story.
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‘Sports sponsorship is becoming too samey’ says Under Armour as it launches rugby campaign
Thomas HobbsBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy Having kicked off its nationwide Earn Your Armour rugby campaign today (September 7th) with a float on the River Thames, Under Armour’s head of marketing for EMEA Christopher Carroll says the brand is trying to align itself with athletes that are underdogs in order to combat the “samey” nature of sports sponsorship.
How Samsung is using rugby to become a ‘meaningful’ brand
Alison MillingtonSamsung is on a mission to become a “meaningful brand” as it launches a new rugby campaign in an effort to tap into the passion surrounding sport in the UK.
Discover why there’s a data revolution happening in rugby
Marketing WeekWith the Rugby World Cup due to kick off on 18 September, the Rugby Football Union (RFU) joins the Festival of Marketing line-up to talk about data.
A marketer’s essential guide to the Rugby World Cup
Jonathan BaconHow brands can exploit consumer engagement that will be ‘off the scale’.
Duracell uses Rugby World Cup sponsorship to push ‘statement of intent’ ahead of completion of sell-off
Alison MillingtonDuracell is looking to make a statement of intent with its first ever global sports sponsorship to demonstrate the “power and longevity” of its brand, one of a number of marketing campaigns it has planned ahead of becoming a standalone company.
Land Rover hails its ‘biggest ever sponsorship’ for Rugby World Cup
Jonathan BaconLand Rover will run TV advertising in seven countries as part of a major global advertising campaign during the Rugby World Cup (RWC) next month.
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What having the Rugby World Cup on home soil means for brands
Alison MillingtonWith the Rugby World Cup set to kick off in September in host cities across the UK, brands such as O2, Coca-Cola, Heineken, Canon and Toshiba tell Marketing Week how they’re making the most of having the tournament on home soil through local events, city tours, partnerships with retailers and a focus on real-time digital marketing.
Heineken to push 50% of marketing budget into Rugby World Cup sponsorship
Alison MillingtonHeineken UK is investing nearly half of the master brand’s budget in this year’s Rugby World Cup in an effort to maintain its recent sales momentum and dial up its association with ‘world class events’.