We were at Wembley on Sunday for the NFL international series to see how the NFL has done in bringing its regular games to London, to compare the big US sport fan engagement experience to our own and to learn more about the USA’s favourite sport. In terms of fan engagement, they closed off Regent Street…
In this video we were at Wembley for the NFL game, the day after the Rugby World Cup final, but were looking back at the whole Rugby World Cup tournament to assess what digital fan engagement there was from World Rugby. If you’d prefer to read rather than watch, the content is also written below. If you would…
We were at Twickenham for the Final of the Rugby World Cup, but also to announce our RWC 2015 Activation winners. We have four award categories: Rugby World Cup Worldwide Partners, Rugby World Cup Official Sponsors, National Team Lead Partners and the challengers. Find out who won below… If you’d prefer to read rather than…
In this video we look at what RWC2015 sponsors need to do post-tournament to turn fan engagement into acquisition and we look ahead to talk about what sponsors will need to do differently to activate their rights in 2019. If you’d prefer to read rather than watch, the content is also written below. If…
In this video we look at what England sponsors O2 and QBE are doing to help the RFU fulfil its Rugby World Cup legacy objectives and how that contributes to their business goals, with contributions from Nick Mott and Gareth Griffiths. As England sponsors they have the big money assets, but are also investing in…
We were at Twickenham for the Quarter Finals of the Rugby World Cup, to film this video on the missing element of many sponsorships: integration. We look at how the Worldwide Partners and Official Sponsors faired on our integration test and tell you why integration of sponsorship is so important. If you’d prefer to read rather…
So, that’s it, England’s World Cup is over and the Tournament moves on to the Quarter Finals without them. Of course, much has been said about the impact of that for all elements of the game. In terms of sponsorship, I believe there is an immediate impact but it needn’t be a long term one.…
In our previous ‘at the game’ videos we have looked at what national team lead sponsors AIG and O2, and what the RWC sponsors, have done around the tournament so far. Now we’re back at the Olympic Park for Ireland v Italy and we’re going to look at the best of the rest, and the…
In this video, filmed at Ireland v Romania, we look at the top tier Rugby World Cup 2015 sponsors, the key asset each one has, who is making the most effective use of their sponsorship, and who could do better. If you’d prefer to read rather than watch, the content is also written below. If…
We have seen a lot of high profile activity from the likes of Heineken, DHL, Emirates and Land Rover but the national team sponsors are also doing some pretty spectacular stuff. This video takes a look at O2 and AIG and their sponsorship activation around the Rugby World Cup. If you’d prefer to read rather…