Rugby Union

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Beer

In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.
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Telecommunications

Running September through November 2019, O2’s activation of its England Rugby partnership around the 2019 Rugby World Cup spanned television, OOH, social, in-store, in-stadium, event experiences and screenings.
Rugby Union

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.
Rugby Union
Beer

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.
Rugby Union
Beer

During the opening weekend of the 2019 Rugby World Cup, Steinlager leveraged its partnership with the All Blacks via ‘Black Laundry’, an experiential activation backed by an integrated marketing campaign.

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Telecommunications

Telecommunications Vodafone has renewed its main sponsorship deal with the Irish Rugby Football Union (IRFU), the governing body of rugby union in Ireland
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Construction & Engineering

Building construction and civil engineering company Taisei Corporation has become the latest Japanese sponsor of the 2019 Rugby World Cup ahead of the start of the national team tournament in the country
Football
Telecommunications

The multi-purpose venue formerly known as Westpac Stadium in Wellington, New Zealand will be called the Sky Stadium from the start of next year
Rugby Union
Telecommunications

Broadband company Openreach has signed a four-year sponsorship deal with PRO14 club Ulster Rugby, starting this season

Features

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Logistics

DHL, official logistics supplier to the 2019 Rugby World Cup, rolled out an epic campaign of activations through 2018 and 2019.
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Hotels & Resorts

At the 2019 Hong Kong Sevens, French rugby legend Sébastien Chabal fronted activations for Marriott aimed at promoting the Bonvoy rewards programme in Asia-Pacific.
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Airlines

Ahead of the All Blacks making the trip to Japan for the 2019 Rugby World Cup, Air New Zealand dropped a ‘safety video’ and support-building marketing campaign.
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In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.
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Insurance

AIG’s ‘Effort is Effort’ campaign around New Zealand Rugby’s women’s team helped elevate the diversity agenda internally, created a platform to recognise female leadership and brought AIG’s New Zealand Rugby partnership to a new audience.
Rugby Union
Beer

Dutch premium beer brand Heineken will pay around €5m ($5.7m) per year to return as title sponsor of the European Rugby Champions Cup, from 2018-19 to 2021-22, after four seasons in the role of Official Beer Partner. 
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Timing

Rolex-owned luxury watch brand Tudor’s new seven-year partnership with World Rugby is comfortably the biggest deal the global governing body has signed with a timing partner.

Rugby Union

The Six Nations Rugby Championship has signed a last-minute deal for its title sponsorship property with NatWest at a discount on an offer it rejected just last year.

Rugby Union
Telecommunications

Telecommunications company Vodafone New Zealand signed as a Regional Partner of New Zealand Rugby (NZR) for four years, from 2017 to 2021, in a cash and technology services deal.

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Automobile Manufactures

Jaguar Land Rover-owned premium car brand Land Rover is using blue-chip properties in rugby union and sailing to reinforce its brand position as an authentic brand with strong technology and innovation…
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Automobile Manufactures

Jaguar Land Rover-owned premium car brand Land Rover has renewed as a top-tier Worldwide Partner of the 2019 Rugby World Cup to be hosted by Japan.

Rugby Union

For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.

Basketball
Information Technology

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.
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Construction & Engineering

French construction equipment company Altrad has become the first brand to appear on the French rugby union national team shirt under a short-term agreement tied to the France 2023 Rugby World Cup bid.

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Automobile Manufactures

The Italian Rugby Federation (FIR) has added carmaker Renault to its sponsorship portfolio and renewed its agreement with the NH Hotels chain as it looks to return its total sponsorship revenue to its 2013 high water mark.

Rugby

UK insurance company Admiral has been the main shirt sponsor of the Welsh national rugby team since 2010. Its main focus in sponsorship is to increase employee engagement and celebrate the Welsh origins of the company.
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Diversified Financials

Australian rugby union club Brumbies this month signed a deal with forex company Plus500 to make its shirt one of the most valuable in world club rugby.

Rugby
Timing

Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.
Rugby Union
Telecommunications

British telecommunications brand O2 is expanding its activation window around England Rugby test matches after its previous digital rugby programmes proved a success.