Who are the fans watching the Rugby World Cup? Profile #1: ‘Rugby Prime’

Marketing 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 Prime’ is the first of four fan profiles created by Marketing Week and Experian using the data company’s AudienceView research tool, combining demographic data with website browsing behaviour to demonstrate the brand and product categories Rugby World Cup ticket buyers are actively interested in.

The Rugby Prime group consists of young men (aged 18 to 34) with relatively high incomes for their age group of £40,000-£55,000 per year. They are often city-dwelling professionals likely to be renting their homes, but others are homeowners with young families.

As well as being rugby fans they are also into football. They spend their money on premium alcoholic drinks such as high-end spirits and are imaginative in their travel choices, preferring the less obvious destinations.

For all Marketing Week’s analysis on the marketing around Rugby World Cup 2015, visit our dedicated event page.


1 Comment

What having the Rugby World Cup on home soil means for brands

Alison Millington

With 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.


    Leave a comment