RUGBY UNION BRIEFING PACK - caytoo

 
RUGBY UNION BRIEFING PACK - caytoo
BRIEFING PACK
RUGBY UNION

    C
        caytoo
RUGBY UNION BRIEFING PACK - caytoo
CONTENTS: RUGBY UNION BRIEFING PACK

     EXECUTIVE SUMMARY                 3

     WHAT IS RUGBY UNION?              7

     FACTS AND FIGURES                 9

     FINANCIALS                       11

     PARTICIPATION                    13

     ATTENDANCE                       17

     MEDIA COVERAGE                   19

     COMMERCIAL PARTNERS              21

     RESEARCH AND INSIGHT             24

     CLUBS                            27

     ATHLETES, REFEREES, COACHES      31

     GOVERNING BODIES                 39

     COMPETITIONS                     42

     NEWS STORIES                     46
RUGBY UNION BRIEFING PACK - caytoo
3

EXECUTIVE
SUMMARY
EXECUTIVE SUMMARY                                                                          4

Rugby’s rich pickings
for brands
Rugby Union has been increasing in popularity, partly off the back of the success of
the England national sides, the men famously lifted the World Cup in 2003 (and were
runners-up in 2007) as did the women in 2014 (and runners-up in 2017). The England’s
men’s team is currently ranked 4th in the world, the women 2nd.

According to Sport England’s Active Lives Report, Rugby Union is the fifth most
popular team participation sport in the country (behind football, cricket, basketball
and netball) with 246,200 adults aged 16+ playing twice a month. A World Rugby
report says there are 382,154 registered players in England. Premiership Rugby
reported that 23 million people engage with rugby in the UK alone, as either players,
coaches or spectators.

Women’s rugby is also one of the fastest growing sports in the world. HSBC’s Future of
Rugby report said that 500,000 new women were picking up the sport annually. Even
if this growth were to slow slightly, it would mean that by 2026, 40% of those playing
Rugby Union will be women.

Rugby Union is also an extremely popular sport within higher education - 16% of
players in England are 18-24 years old, a figure higher than both football and cricket.
It’s also extremely popular in schools, partly due to the RFU’s All Schools programme,
an initiative founded off the back of the 2015 World Cup, which sees 750 state schools
getting involved. The scheme also aims to get children involved with local clubs, and is
sponsored by commercial real estate and investment firm CBRE.

CBRE is just one of a multitude of financial-related firms who use the sport as a
vehicle because it tends to attract a higher-income demographic than other major
team sports. Investec, Old Mutual Wealth Management (now Quilter) and Natwest
have been sponsors of the sport’s governing body, the Rugby Football Union (RFU).
American risk management and insurance group Gallagher recently secured a multi-
year business and marketing partnership with Premiership Rugby (the elite men’s
league), which includes a title sponsorship deal. They took over from Aviva Insurance
while Allianz sponsor current men’s and women’s champions Saracens.

These themes continues in international tournaments. The Royal Bank of Scotland
and Natwest have been sponsors of the sport’s biggest annual tournament - the Six
Nations (contested between England, Wales, Ireland, Scotland, France and Italy). HSBC
has been the title sponsor of the World Rugby Sevens Series since 2014. The likes of
QBE Insurance Group, Ernst & Young and Aberdeen Asset Management have been
EXECUTIVE SUMMARY                                                                          5

involved with the British & Irish Lions - a tour, every four years, made up of the best
players from the home countries, which is considered a career pinnacle.

However, it’s not just financial brands who tap into rugby. Guinness, IBM and O2 have
been RFU sponsors. Ricoh, Land Rover and Citizen are Premiership sponsors while
crisp brand Tyrell’s sponsor the Women’s Premiership and beer brand Greene King IPA
sponsor the men’s Championship. Heineken sponsor the European Cup (known simply
as the Heineken Cup), the sport’s version of football’s Champions League, while Land
Rover and DHL have also been involved with the Lions.

In a similar vein to cricket, and unlike football, the international scene dominates the
sport rather than the club game, with viewing figures reflecting this balance.

Around 4.41 million people watched live Premiership matches on BT Sport during the
2016-2017 season - a 13% rise on the previous one. In contrast, 12.6m people tuned in
to watch France v England in the 2016 Six Nations competition, aired on BBC One.
The women’s 2017 world cup final between England and New Zealand attracted 2.6m
viewers on ITV prime-time.

For broadcasting international games, the BBC own the rights for the men’s Six
Nations while ITV will broadcast the 2019 men’s World Cup. For domestic Premiership
games, BT Sport has a deal that runs until 2021 but Channel 5 shows five games a
season. Channel 4 outbid Sky Sports to show 2018-2019 Heineken Cup games in a
free-to-air deal that sees them share coverage with BT Sport.

Another opportunity to tap into Rugby Union’s increasing appeal comes from the
“Sevens” form of the game - a much shorter, faster and intense version involving just
seven players and seven-minute halves. Seven million play this version globally, which
puts a premium on athleticism and pace, and in 2016 it was included in the Olympics.
This has seen the sport reach countries that otherwise wouldn’t participate in rugby
and it is calculated that $100m is to be released in funding for the sport globally.

Despite the growth of the game and the abundance of premium sponsors, the sport’s
finances are far less assured. The RFU made a whopping £29.4m in 2017 through
sponsorship from brands and, following the 2015 World Cup on English soil, the body
had a nice financial cushion. However, according to their 2017 annual report, the RFU
was £6m in debt and reports suggest there could be up to 100 redundancies in the
summer of 2018.

The RFU is not the only ones facing financial difficulties. Despite the big deal with
Gallagher, many of the Premiership clubs are teetering on the edge of a financial
fallout, many clubs have posted debts, with Saracens (current men’s and women’s
EXECUTIVE SUMMARY                                                                          6

champs) reportedly £45m in the red and Worcester reporting an £8m loss for the
last tax year. Exeter are reportedly the only team not “haemorrhaging” money. This is
despite the clubs having a large number of sponsors, partners and suppliers.

In terms of player’s pay, unlike football, the salary paid for both club and country is
similar. The average salary for a Premiership rugby player is £200,000, whilst England
test match fees are between £17,000 - £22,000. This year also saw the return of
contracts to the women’s XV players. Whilst the pay will not be the equivalent to the
men’s, this is a huge step in levelling the playing field as the RFU decided to withdraw
the women’s contracts in the build up to the 2017 World Cup.

The rising popularity of rugby, particularly the women’s game, its relative lack of
controversy and scandal compared to other sports, and the potential financial issues,
mean there’s plenty of opportunities for other brands to join and help the party, not
least through CSR initiatives - as highlighted by CBRE and the All School’s campaign.
Another opportunity recently emerging is the idea of a single club diversifying into
other sports. Wasps rugby team is setting up a netball team to compete in the
domestic game’s premier competition - the Vitality Superleague. If this is to become
more common place, it offers a real opportunity for brands to become involved with
two, or more, sports through one club.
7

  WHAT IS
RUGBY UNION?
WHAT IS RUGBY UNION?                                                                 8

Description

Rugby Union is played by two teams of 15 players. The aim of the game is very
simple - use the ball to score more points than the other team. You can run with
the ball, kick it and pass it, but passing forwards is not allowed. Rugby Union is
a contact sport, so you can tackle an opponent in order to get the ball, as long
as you stay within the rules. There is a referee, aided by two touch judges (one
on each side of the pitch), to decide how the rules should be applied during a
game. There are several ways to score points:

• Try - five points are awarded for touching the ball down in your opponent’s
  goal area.

• Conversion - two points are added for a successful kick through the
  goalposts after a try

• Goalkick - three points are awarded for a penalty kick or drop goal through
  the posts

If both teams score the same amount of points, or no points are scored, then
the match is a draw. In some cases, extra time is played to decide who wins.

Players

• Men
• Women
• Disability (including Wheelchair)

Formats

• 15-a-side
• 7-a-side
• 12-a-side
• 10-a-side
• Beach Rugby

The rising popularity of rugby, particularly the women’s game, its relative lack of
controversy compared to other sports, and the potential financial issues, mean
there’s plenty of opportunities for brands to harness. Alongside this, the game
itself has adapted to provide an alternative faster, more exciting version for
the less die-hard rugby fan - Sevens - which became an Olympic sport in 2016.
There’s also Wheelchair Rugby, played indoors on a regulation-size basketball
court by teams of four, which is a popular Paralympic sport.
9

FACTS &
FIGURES
FACTS AND FIGURES                                                                   10

Global

• 15 million - players around the world within a decade, most coming
  through sevens.

• #1 - New Zealand are the top ranked men’s and women’s team

• 2nd - England women world ranking, England men are 4th

World Cup

• 2.47 million - 2015 tickets sales - a record for the tournament

• 2 - Wembley Stadium recorded two consecutive Rugby World Cup
  attendance records in 2015

• 20 - teams, 19 match officials, 6,000 volunteers, 11 host cities, and 13
  match venues in 2015

Olympics

• 12 - teams will compete for medals in both the men’s and women’s
  competitions at Tokyo 2020.

• Silver - won by GB Men in 2016, Fiji won gold, and South Africa claimed bronze.

• 2016 - Women’s competition was won by Australia, Canada won
  bronze and New Zealand silver.

England and the other home nations have a strong presence in the world of
Rugby Union. Both the England men’s and women’s teams have won the World
Cup within the last 15 years and both are currently in the world’s top five teams.
Excitement about rugby will continue to mount ahead of the men’s World Cup in
September next year in Japan.
11

FINANCIALS
FINANCIALS                                                                        12

Global

• World Rugby delivered a record investment in women’s 15s and sevens in 2016

• Better-than-forecast revenues were achieved by World Rugby in 2016, in
  line with financial targets through to 2020

• £266m - is anticipated to be invested between 2016 and 2019

• £69m - a record investment during 2017 to support strategic development
  and performance programmes, including support of tier two unions on
  the road to Rugby World Cup 2019.

GB

• £12.6 million - invested by Sport England into the RFU in 2017

• £6m - RFU operating loss in 2017, reflecting the RFU’s commitment to invest
  all profits into rugby.

• £99.6m - RFU record investment in rugby as a whole, rise of 11% over
  previous year

• 100 - redundancies expected in the summer of 2018 at the RFU to
  cut costs

• £50 million - turnover generated by Scotland Rugby for the first time in
  2016/17

• £200,000 - Average Premiership salary, 15% more than the PRO 14 (2016/17)

• £17,000 - £22,000 - England players Test Match appearance fee - the
  highest in international rugby (bonuses on top)

• £52,800 - player bonuses if Wales had reached the 2015 World Cup
  final with £39,900 in guaranteed earnings

• £5,300 - Welsh players earn per game with image rights payment of
  £1,500 per player

There’s been an increasing amount of revenue coming into the sport over
recent years - particularly due to the World Cup being held in England in 2015
culminating in the RFU investing almost £100m into rugby in 2017. Scotland Rugby
had a record turnover in 2016/17 and the elite professionals are earning more than
at any point in the history of the game. However, financial fragilities are apparent
with the RFU’s loss and redundancies and many Premiership clubs in debt.
13

PARTICIPATION
PARTICIPATION                                                                                                     14

       Top 10 Participating Countries

                     2.1M
                                                                                             164K
                             ENGLAND
                                                                               SCOTLAND

                                                                                                    634K
                               190K                                                       FRANCE
                                       IRELAND

                                                                                                           191K
                                                                                                                  FIJI
1.7M
            USA

                 138K

                        ARGENTINA

                                                                       669K
                                                                              AUSTRALIA

                            467K
                                      SOUTH AFRICA
                                                                                150K
                                                                                       NEW ZEALAND

                                            0-250K          250-500K              500K+

                                                     NUMBER OF PARTICIPANTS

SOURCE: WRU (2016)
PARTICIPATION                                                                                             15

       Playing Percentage
       of Countries
       Countries based on top 10 IRB Men’s Rankings

                        3%
                             ENGLAND                                                      3%
                                                                          SCOTLAND

                                                                                               1%
                             4%                                                       FRANCE
                                   IRELAND

       2.3%
                WALES

                                                                                                    20%   FIJI

                 0.5%

                        ARGENTINA

                                                                  2.7%
                                                                         AUSTRALIA

                             1%
                                  SOUTH AFRICA
                                                                           3%
                                                                                  NEW ZEALAND

                                        0-2.5%           2.5-5%                 5%+

                                                 POPULATION PERCENTAGE

SOURCE: WRU (2016)
PARTICIPATION                                                                  16

Global

• 2017 - A record number of girls and boys were introduced to rugby

• 9.1 million - men, women and children playing the sport in World Rugby
  member unions worldwide.

• 25%+ - of participants are women and girls

• 500,000 - Women’s rugby is a fast growing sport adding

• 6 million - female players by 2026, 40% of all players

• Rapid growth in emerging rugby markets such as China, Colombia and Belgium

• 2026 - rugby could be played in over 150 countries

Britain and Ireland

• 246,200 - played at least twice a month (2016/17)

• 49,265 - registered players in Scotland in 2016

• 946 - female players aged 11-25 introduced to the sport since Scottish
  Rugby’s #BeTheBestYou campaign in 2017

• 139% - rise in competitive girls’ fixtures

• 101,922 - registered in Ireland in 2016

• 83,120 - registered in Wales in 2016

Rugby is now played in more countries around the world than ever before,
boosted by record funding through various global initiatives. In fact each
continent is represented in the 10 nations with the most registered rugby players.
Domestically, the sport has seen huge increases in participation, particularly
among women and children and it’s now the fifth most popular team participation
sport in the country (behind football, cricket, basketball and netball).
17

ATTENDANCE
ATTENDANCE                                                                    18

World Sevens Series

• 734,000 - fans attended

World Cup Sevens 2018, San Francisco

• 100,000+ - fans attended

Rugby World Cup 2015, England

• 51,621 - average attendance

Women’s Rugby World Cup 2017, Ireland

• 45,412 - people attended over 30 matches, with 17,115 attending the final

Six Nations

• 72,000 - Average attendance per game in the 2015 season - with a total
  attendance of 1,080,000 over the 15 games.

Women’s Six Nations

• 17,440 - world record crowd attended France Women’s clash with England
  in Grenoble (2018)

Gallagher Premiership

• 22,879 - highest average attendance (Leicester Tigers 2017/18)
• 14,191 - average attendance (2017/18)

Tyrrells Premier 15s

• 2,057 - Final (2018)

PRO14

• 10% - rise in attendances (2017/18)
• 46,092 - record attendance at 2017/18 final

According to a report by UEFA, Rugby Union accounted for two of the four
biggest global sporting events by average attendance per game - the Six Nations
(top at 72,000) and the World Cup (4th at 51,621) - with the NFL and football’s
World Cup being the other two.
19

  MEDIA
COVERAGE
MEDIA COVERAGE                                                                             20

Gallagher Premiership

• 2015 - BT Sport agreed a four-year broadcast extension deal until 2020-2021.

• 4.41 million - had viewed the first half of the 2016/17 Premiership season on BT Sport

Greene King IPA Championship

• 2020 - Broadcasted on Sky Sports

Tyrrells Premier 15s

• 2017/18: Broadcasted on Sky Sports

PRO14
• 147 - all regular season matches will be shown live, in addition to the play-offs
  and tournament final (2018)

• Premier Sports have UK rights

• Eir Sport have Ireland rights

Six Nations

• 2016-2021 - BBC and ITV share rights

• 1.3 million - viewers for Ireland’s grand slam victory over England (2018)

• 125 million - live viewing figures (2016)

• 8,341,487 - Average viewing per game (2016)

• 140 million - audiences watching on television and on-line (2015). Increase of
  12% on 2014

Women’s Six Nations

• 2.2 million - record viewers across TV and streaming over first two weekends
  in six countries (2017)

• 15 - matches broadcast in 100 countries around the world (2017)

The Six Nations is one of the few remaining premier sporting events still on
terrestrial TV and will remain that way until at least 2021 on BBC and ITV.
Channel 4 outbid Sky Sports to show the 2018-2019 Heineken Cup games in a
free-to-air deal that sees them share coverage with BT Sport. Despite being on
BT Sport (Channel 5 does show five games a season), Premiership matches still
have good viewing figures and were rising 13% annually at the end of last season.
And it’s not just the men, the women’s 2017 world cup final between England
and New Zealand attracted 2.6m viewers on ITV prime-time.
21

COMMERCIAL
 PARTNERS
COMMERCIAL PARTNERS                                                                    22

Governing Bodies
     RFU

     • Quilter, O2, Canterbury, Sky Sports, Vitality, Guinness, Mitsubishi Motors, IBM,
       NatWest, Secure Trading, Pennyhill Park, Adidas, Britvic, Tyrrells, Virgin Active,
       Eden Park, Gilbert, Rhino, Bollinger, Dove, CBRE, Greene King

     IRFU

     • Vodafone, Canterbury, Guinness, Ulster Bank, Aviva, Sport Ireland, Aer Lingus,
       PwC, Volkswagen, Aon, Intersport Elverys, Aldi, Dove Men+Care, DHL, Eden
       Park, Gilbert, Black Rock Expert Services, Women In Sport, Glenisk, LeasePlan,
       Tipperary Crystal, Kelkin, Vivomed

     WRU

     • Isuzu, Principality, Under Armour, Admiral, Dove Men+Care, Heineken,
       Guinness, Brains, BBC Sport, S4C, ACE: Feet in Motion, Brogue Trader,
       PAS PRO ISO, Gilbert, Peter’s Foods, Prince’s Gate, Rhino, T.M. Lewin,
       Sinclair Mercedes-Benz, Ticketmaster, Gullivers Sports Travel, Seatwave,
       Events International Ltd

     SRU

     • BT, Macron, Royal Bank of Scotland, BBC Sport, Tennent's Lager, AG Barr,
       Guinness, Crabbies Alcoholic Ginger Beer, Eden Mill, Vitality, Dove Men+ Care,
       News Scotland, Gilbert, G4S, Gullivers Sports Travel, Elior, Healthspan Elite,
       Cashback 4 Communities, SportScotland, Smile Plus Dental Care,
       Spire Murrayfield Hospital, Mitsubishi Motors, Roseberry Tailoring, iPro Sport

Financial-related sponsors pile into the sport because it tends to attract a higher-
income and well-educated demographic than other major team sports, however,
the likes of automotive and alcohol brands are also well-represented. But it’s not
just global sponsors, rugby club’s close links with their local communities means
regional and locally-based firms can also benefit from the association with a
hard-fought and honourable game.
COMMERCIAL PARTNERS                                               23

      Gallagher Premiership
      Sponsors 2018/2019
      Who is sponsoring the top 12 rugby teams?

             CONSUMER GOODS                       HOME APPLIANCES

                                                             BUILDING

        LOGISTICS

                                                             BANKING

              DIGITAL SERVICES
                                                     AUTOMOTIVE

SOURCE: GALLAGHER PREMIERSHIP.
24

RESEARCH &
  INSIGHT
RESEARCH AND INSIGHT                                                                  25

“An evaluation of the effectiveness of rugby event sponsorship: a study of
Dove Men+Care and the Welsh Rugby Union” Robert James Thomas (2014)

Content: The aim of this work is to evaluate rugby fans’ attitude
towards financial sponsorship, specifically event sponsorship and Dove
Men+Care and its association with the Welsh Rugby Union.

Key Insight:

• Lack of brand awareness on the part of the participants

• A collective perception of the sponsor as incongruent

• Demonstration of enmity arising from rival sponsorships by the
  sponsoring brand

• A reluctance to consume the sponsoring brand in either the short or long term

• ‘The findings enable marketing brand managers to effectively evaluate
  events against the backdrop of strategic fit, as well as fan/consumer
expectations, their needs and wants and willingness to engage.’

“The Future of Rugby: An HSBC Report” (2016)

Content: Predictions until 2026, including the new audiences, players and
countries in rugby.

Key Insight:

• In the next decade rugby is expected to continue to grow, particularly in
  sevens and womens rugby - World Rugby has seen a 60 per cent increase in
  participation globally since 2013, with females now making up a quarter of all
  players worldwide.

RFU Annual Report 2017

Content: 2016/17 highlights, a strategic report, directors’ report, financials, and
values.

Key Insight:

• 2.5 million enjoying rugby, 2,000 rugby clubs, 1,350 secondary schools playing
  competitive rugby, 110 colleges playing competitive rugby, 130 universities
  playing competitive rugby, and helped by a volunteer workforce of over 100,000.

• Values: Teamwork, Respect, Enjoyment, Discipline, and Sportsmanship

• Strategic Priorities: Protect, Engage, Grow, and Win (innovation, people, and
  technology are recognised as ‘enablers’)
RESEARCH AND INSIGHT                                                             26

RFU Gender Pay Report 2018

Content: The difference in pay between male and female RFU employees.

Key Insight:

• This report is part of the RFU’s strategy introduced in July 2017 in which
  Diversity is prioritised

• ‘We are confident the pay gaps are not an equal pay issue – men and women
  are paid equally for equivalent roles at each level of the organisation.’

• ‘Our pay gaps are due to a higher concentration of men in our senior roles –
  and in particular in our elite rugby senior coaching and management roles.’

Various initiatives have been underway by rugby bodies around the world to
drive participation and interest in the sport as well as organising itself more
effectively on a commercial and marketing basis. The general consensus is that
these have been a success and the sport will continue its rise, particularly as
more women and children get involved and the sevens version brings the sport
to a wider base.
27

CLUBS
CLUBS                                                28

Premiership 2018/19
Teams for the upcoming season

                  Bath            Bristol Bears
                                Promoted 2017/18

                 Exeter             Gloucester

               Harlequins         Leicester Tigers

            Newcastle Falcons   Northampton Saints

               Sale Sharks          Saracens
                                 Winners 2017/18

                 Wasps          Worcester Warriors
CLUBS                                                    29

Tyrells Premier 15s 2018/19
Teams for the upcoming season

              Bristol Ladies      Darlington Mowden
                                      Park Sharks

            Firwood Waterloo     Gloucester-Hartpury
                 Ladies             Women’s RFC

            Harlequins Ladies   Loughborough Lightning

              Richmond FC          Saracens Women
                                   Winners 2017/18

             Wasps FC Lades       Worceter Valkyries
CLUBS                                                                         30

Greene King IPA
Championship 2018/19
Teams for the upcoming season

              Bedford Blues                      Cornish Pirates

             Doncaster Knights                  Ealing Trailfinders

             Hartpury College                      Jersey Reds

               London Irish                     London Scottish

               Nottingham                          Richmond

                 Coventry                      Yorkshire Carnegie
             Promoted 2017/18

Saracens have been dominant in European rugby in recent times, having won two
of the last three editions of the Champions Cup. North London-based Saracens
are also the current men’s and women’s champions in the elite English leagues.
Another opportunity recently emerging is a single club diversifying into other
sports. Wasps rugby team is setting up a netball team to compete in the domestic
game’s premier competition - the Vitality Superleague. If this is to become more
common place, it offers a real opportunity for brands to become involved with
two, or more, sports through one club.
31

ATHLETES,
REFEREES
& COACHES
ATHLETES, REFEREES AND COACHES                                                     32

England Men’s Rugby Squad
Test Series squad selection in South Africa (2018)

          Elliot Daly              Mike Brown                 Jonny May

       25k     56k      -       146k     122k      -               27k     -

         Henry Slade            Owen Farrell (C)             George Ford

       27.2k   73.8k    -       185k     197k      -       63.6k   104k    -

          Ben Youngs             Mako Vunipola              Jamie George

       93.7k 66.4k      -       42k      56.6k     -       20k     46.5k   -

         Kyle Sinckler                Maro Itoje             Nick Isiekwe

       10.3k   28.2k    -       50.7k    148k    10k       1.9k    8.2k    -

        Chris Robshaw                 Tom Curry             Billy Vunipola

       240k    136k    392       2k      7.4k      -       48.6k 80.6k     -

      Luke Cowan-Dickie            Joe Marler               Harry Williams

       12.3k   13.4k    -       47k      31.6k     -       2.1k      -     -

         Brad Shields            Nathan Hughes               Ben Spencer

       6.1k    18.2k    -       6.9k     50k       -       5.8k    5.6k    -

          Piers Francis           Danny Cipriani            Denny Solomona

        1.6k    4.5k        -   163.1k    175k         -    9.2k   22.4k       -
ATHLETES, REFEREES AND COACHES                                                 33

England Women’s Rugby Squad
Six Nations squad selection against France (2018)

        Ellie Kildunne               Abigail Dow        Rachael Burford

       979     3.5k      -         199     -     -     8.2k    7.5k    -

         Amber Reed               Danielle Waterman    Katy Daley-Mclean

       3.3k     1.2k      -       10.5k   6.7k     -    2.3k   7.3k    -

        Leanne Riley              Vickii Cornborough     Amy Cokayne

       1.5k     1.5k      -        0.5k   0.5k     -    1.1k   1.3k    -

            Sarah Bern               Abbie Scott         Tamara Taylor

       1.2k     1.2k      -        1.2k   2.4k     -   4.6k    1.2k    -

         Poppy Cleall               Marlie Packer      Sarah Hunter (C)

       0.8k     2.5k      -        5.2k   3.2k     -   9.8k    3.3k    -

            Lark Davies             Rochelle Clark       Justine Lucas

       0.3k    0.8k       -        2.5     -       -     1k    1.1k    -

      Rowena Burnfield             Izzy Noel-Smith      Caity Mattinson

        -        -        -        2.6k   1.2k     -   0.7k    0.9k    -

             Lagi Tuima                                 Charlotte Pearce

       0.9k     0.5k          -                         0.2k    0.5k       -
ATHLETES, REFEREES AND COACHES                                            34

England 7s Women’s Rugby Squad
World Cup squad selection in San Francisco (2018)

       Holly Aitchinson         Claire Allen            Jess Breach

        -     2.2k   -       4.6k    2.5k   -        1.1k   3.5k    -

       Abbie Brown (C)        Heather Fisher        Vicky Fleetwood

       3.7k   7.3k   -       10.2k   6.5k      -    6.4k    21.7k     -

      Deborah Fleming          Natasha Hunt           Alex Matthews

       0.7k   2.4k   -       6.6k     4k       -     2.6k   1.4k      -

       Sarah McKenna          Emily Scarratt        Amy Wilson-Hardy

        1k     1k    -       12.6k   8.3k      -    4.4k    10k       -
ATHLETES, REFEREES AND COACHES                                              35

England 7s Men’s Rugby Squad
World Cup squad selection in San Francisco (2018)

         Phil Burgess             Alex Davis        Richard de Carpentier

      3.3k     2.1k      -     1.7k   1.9k   1.4k     2.3k   2k      -

        Will Edwards              Mike Ellery           Harry Glover

       0.8k    0.3k      -     1.8k    1k       -     0.2k   1.5k    -

     Ollie Lindsay-Hague     Ruaridh McConnochie      Tom Mitchell (C)

       6k      4.5k      -     1.2k    2k       -     8.1k   8.1k    -

             Will Muir            Dan Norton           James Rodwell

      0.4kk     1k       -    13.2k   12k    3.2k      8k    1.6k   0.7k
ATHLETES, REFEREES AND COACHES                                                36

English Award Winners
• England Men’s Player of the Year 2018 - Mako Vunipola (Saracens)

• RPA Young Player of the Year 2018 - Marcus Smith (Harlequins)

• England Women’s Player of the Year 2018 - Danielle Waterman (Wasps)

• Men’s Sevens Player of the Year 2018 - Ruaridh McConnochie (Bath)

• Women’s Sevens Player of the Year 2018 - Alex Matthews (Richmond)

• Premiership Winners 2018 - Saracens

• Premiership Player of the Year 2018 - Vereniki Goneva (Newcastle Falcons)

• Premiership Top Try Scorer 2018 - Vereniki Goneva (Newcastle Falcons)

• Premiership Top Points Scorer 2018 - Owen Farrell (Saracens)

• Tyrells Premier 15s Winners 2018 - Saracens Women

• Tyrells Premier 15s Top Try Scorer 2018 - Marlie Packer (Saracen Women)
ATHLETES, REFEREES AND COACHES                        37

Top Men’s Coaches
       Eddie Jones                 Simon Amor
         England                  England Sevens

        Rob Baxter                   Chris Boyd
       Exeter Chiefs             Northampton Saints

       Mark McCall                  Paul Gustard
        Saracens                     Harlequins

        Dai Young                  Alan Solomons
         Wasps                       Worcester

       Dave Walder                    Pat Lam
     Newcastle Falcons             Bristol Rugby

       Matt O’Connor             Johann Ackerman
      Leicester TIgers           Gloucester Rugby

     Todd Blackadder               Steve Diamond
       Bath Rugby                    Sale Shark
ATHLETES, REFEREES AND COACHES                                                     38

Top Women’s Coaches
       Simon Middleton                                        James Bailey
       England Women                                         England Sevens

         Kim Oliver                                          Justin Loveridge
        Bristol Ladies                                     Darlington M.P Sharks

         Giles Hegarty                                        Susie Appleby
      Firwood Waterloo                                     Gloucester-Hartpury
             Ladies                                           Women’s RFC

         Gary Street                                          Rhys Edwards
      Harlequins Ladies                                       Loughborough
                                                                Lightning

       Jonathan Griffin          Roy Davies                   Giselle Mather
        Richmond FC           Worcester Valkyries            Wasps FC Ladies

Top Referees
                                   Joy Neville
         Nigel Owens                                          Wayne Barnes
                          2017 World Referee of the Year

There are plenty of top male and female performers that could be utilised by a
brand to enhance their image and attract potential customers. And, unlike many
other leading team sports, there tends to be little off-field controversy, making
it a more risk-free environment for brands. The strength of women’s rugby is
exemplified here by the awards for female players, separate coaching staff for
women’s teams, and the first female winner of the World Rugby Referee Award,
Joy Neville, in 2017.
39

GOVERNING
  BODIES
GOVERNING BODIES                                                                 40

Structure

                                       GLOBAL

                                        IWBF

                                       REGIONAL

     RUGBY AFRICA             RUGBY AMERICAS NORTH                RUGBY EUROPE

      ASIA RUGBY                SUDAMERICA RUGBY                 OCEANIA RUGBY

                             BRITAIN AND IRELAND

                   WELSH RUGBY UNION           IRISH RUGBY FOOTBALL UNION

               SCOTTISH RUGBY UNION         ENGLISH RUGBY FOOTBALL UNION
GOVERNING BODIES                                                    41

RFU

CEO/MD: Stephen Brown
Key Contact: Simon Massie-Taylor (Chief Commercial Officer)
Email: rfu@therfu.com
Phone: +4402088316699 or 0871 222 2120
Facebook: @OfficialEnglandRugby
Twitter: @EnglandRugby
Instagram: @englandrugby

IRFU

CEO/MD: Philip Browne
Key Contact: Padraig Power (Director of Commercial and Marketing)
Email: info@irfu.ie
Phone: +353 (0) 1 647 3800
Facebook: @irishrugby
Twitter: @IrishRugby
Instagram: @irishrugby

WRU

CEO/MD: Roger Lewis
Key Contact: Craig Maxwell (Head of Sales and Marketing)
Email: info@wru.co.uk
Phone: +442920822201 or 0844 249 1999
Facebook: @WelshRugbyUnion
Twitter: @WelshRugbyUnion
Instagram: @welshrugbyunion

SRU

CEO/MD: Mark Dodson
Key Contact: Toni Blackhurst (Head of Marketing & Sponsorship)
Email: feedback@sru.org.uk
Phone: +441313465000
Facebook: @scottishrugby
Twitter: @Scotlandteam
Instagram: @scotlandteam
42

COMPETITIONS
COMPETITIONS                                                         43

  Global Competitions

 Competition       Gov.Body   Gender   National/Club       Date

HSBC World Rugby               Both       National       Oct 2018
  Sevens Series

Rugby World Cup                Men        National     Sept-Nov 2019

 Olympic Games
                               Both       National     July-Aug 2020
     Sevens

Women’s Rugby
                              Female      National         2021
  World Cup

 Commonwealth                  Both       National         2022
 Games Sevens

  Sevens Rugby
                               Both       National         2022
   World Cup
COMPETITIONS                                                         44

    Regional Competitions

   Competition        Gov.Body   Gender   National/Club       Date

      PRO14                       Men         Club        Aug-May 2018

  European Rugby
  Champions Cup                   Men         Club           2018/19

  European Rugby
                                  Men         Club           2018/19
   Challenge Cup

European Beach Five
                                  Both       National        2018/19
Rugby Championships

    Six Nations                   Both       National     Feb-March 2019
COMPETITIONS                                                                        45

     English Competitions

   Competition          Gov.Body       Gender        National/Club          Date

Gallagher Premiership                    Men               Club         Aug-June 2018

 Tyrells Premier 15s                    Women             Club            2018/19

  Greene King IPA
                                         Men               Club         Aug-April 2018
   Championship

   Premiership 7s                        Men               Club         July-Aug 2019

     Rugby Union’s season is very similar to that of football, running from August to
     June and there is an impressive range of national, regional, and global rugby
     competitions, each offering a wide array of sponsorship opportunities covering all
     budgets. For example, the Premiership has at least eight partners including title
     sponsor Gallagher. Indeed, one of the biggest issues facing the sport today is how
     to manage the increasingly cluttered calendar of matches that players face.
46

 NEWS
STORIES
NEWS STORIES                                                                   47

Women’s rugby in Scotland on the rise
July 2018
read more

The rugby team kit with 18 sponsors, and other strange cases of sport
branding
July 2018
read more

Premiership Rugby set for revamp with US insurance giant as new title
sponsor
April 2018
read more

World Rugby: Governing body announces reforms to add more women on
council
Nov 2017
read more

Rugby is still missing a trick in way it engages with commercial partners if
it is to become more relevant to the next generation
Nov 2017
read more

The Business of Rugby: What can business leaders learn from Premiership
Rugby?
Oct 2017
read more

Why don’t brands want to sponsor the Six Nations?
Sept 2017
read more

World Rugby wants more sponsors to reduce dependence on Rugby World Cup
Sept 2017
read more

Scottish Rugby generates £50million turnover for first time
Aug 2017
read more
NEWS STORIES                                                         48

Welsh Rugby Union signs ‘biggest shirt partnership in its history’
June 2017
read more

‘Football is overcrowded’ says Heineken as it toasts 27 years of
sponsoring rugby
May 2017
read more

How Fiji became the world’s most exciting rugby team
April 2017
read more

Six Nations: World-beating crowds to flock to rugby
Feb 2017
read more

Six Nations 2017: Georgia - a coming force in world rugby
Feb 2017
read more

Asia leads record Rugby World Cup viewership growth
May 2016
read more
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