But has the IRB got this right? I can understand why it wants to rebrand from International Rugby Board to World Rugby, it clearly implies a broader reach which reflects the work they are doing to develop rugby around the globe. But what I don’t understand is why they are rebranding now. The…
Don’t just put your logo on a shirt. I say this time and time again and Dyson have taken it to heart. As the new title sponsor of Bath Rugby, they are not just putting their logo on the team shirts but are turning their players in to their products!! Read the below from Premiership…
Whilst watching the recent All Blacks v England rugby games, I noticed that there were a lot more sponsor logos painted on their pitches than we have here in the UK. It’s not just sponsors logos, but tournament logos and twitter hashtags etc too. Does this interfere with the enjoyment of the game or do…
It was a great day at Croke Park in Dublin when Enterprise Ireland invited rights owners, sponsors, marketers and player performance experts to their Sports Marketing & Player Performance Conference, 6th May 2014. The day kicked off with Dave Morrissey, of Facebook’s Global Marketing Solutions, telling us to focus all our efforts on mobile…
“Particularly for small businesses, it is a way that they can really stand out from the competition for a comparatively small amount of money,” says Sophie Morris, founder of Millharbour Marketing. Morris suggests that starting local can be a sensible strategy for start-ups. Sponsoring a nearby sports team, she argues, can provide a far deeper…
Ok here it is. The big one. How do you measure the effectiveness of sponsorship? Firstly, it’s interesting to address why this is such a complicated question. My belief is that there are various factors that combine to make effective sponsorship quite rare and measuring sponsorship effectiveness difficult for most marketing departments. There’s a clue…
I attended another great Rugby Business Network event last night, but this time I was there as a speaker! Held in the excellent gastro pub and restaurant ‘The Porter’, which felt more like a private member’s club than a gastro pub, the Rugby Business Network held its second sell-out event in Bath. On…
“Make the celebrity part of your brand. “Drink endorsements can be tricky,” says Sophie Morris of Millharbour Marketing. “Don’t just deliver crates of your product to them. Ensure they understand the company history and ethos and make sure your contract states they must be seen drinking your brand.” When Ciroc Vodka signed rapper P Diddy…
James Gibson from Air New Zealand spoke at the Rugby Business Network event at Baker & McKensie’s offices last night. It was very interesting to hear that they purposefully don’t follow other airlines in taking headline sponsor to get their logo on a shirt etc but uses players instead as the All Blacks Official…
Any sponsorship is only as good as its activation. And so, to find and deliver the best possible sponsorship activation, I thought I should find out what has been the best example so far. Who better to ask than Will Greenwood, the England Rugby International who played for Leicester Tigers and Harlequins and now has…