Monday, 2 November 2015

Ambushing Rugby World Cups marketing scrummage



The favourites New Zealand chalked up their second successive Rugby World Cup victory in a competition dominated by the southern hemisphere teams. But who were the winners among the global corporations seeking to stand out in the marketing scrum? The tournament sought to keep its doors closed to the kind of unofficial marketing that leaves official sponsors furious, but an American rapper may have rattled their cages. 

The RWC is now firmly established as a top ten world sporting event that can boast a hike in sponsorship revenue of more than 50%. Huge leaps have been made to give the sport global scale

You could see the practical impact of this as deep-pocketed sponsor Emirates airline’s brand appeared on match officials' shirts, a first for the tournament, and a move which illustrates a willingness to create new marketing assets. 

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First published under creative commons copyright in theconversation.com