PREMIERSHIP RUGBY today welcomed an exciting new era for European club rugby with the confirmation of the European Rugby Champions Cup and the European Rugby Challenge Cup as the elite European rugby competitions from the 2014 / 2015 season onwards.
“We are looking forward to our clubs being part of an invigorated set of European competitions in the European Rugby Champions Cup and European Rugby Challenge Cup,” said Dominic Hayes, Premiership Rugby Commercial Director. “The sponsorship model for these is similar to the Champions League in that they will not have a title sponsor but will instead focus on four to six major partners.”
“We already know that there is strong interest from a number of brands who see the huge value in a partnership with elite European club rugby. We believe that there is enormous potential to drive the commercial value of the competitions.”
As Rupert Pratt, managing director of the sport and entertainment agency Generate explained in The Telegraph: “This new European rugby championship is going to become the most lucrative in world club rugby.”
“I would expect the sponsorship income would increase by two thirds or even double within two or three years. I would also anticipate the broadcast revenue to go up by at least 50 per cent and that is probably a conservative figure.”
Also in The Telegraph, Steve Martin, chief executive of sports agency M&C Saatchi Sport & Entertainment, added: “It is a really smart play to follow the Champions League model, as that way you get those brands doing the marketing for the tournament and not just one brand but four to six.
“In the current structure, the second tier sponsors were promoting Heineken, but what you can do now is promote your own brand and promote the tournament.
“The trick now is to have the right brands, with the right flair and creativity. As well as the traditional rugby brands, you want to have a bit of a maverick brand in there that has a bit of energy and innovation.
Rugby is hot at the minute, it will be an attractive proposition for brands to go in and support it.”
–ENDS–
Dominic Hayes, Premiership Rugby Commercial Director, is available for interview regarding the commercial aspects of the new European competitions. Please contact Sophie Neal on 07813 689124 / sneal@premiershiprugby.com if you would like to speak to him.