Fuse Sport + Entertainment has been appointed by Dacia, the UK’s top value car brand, to activate the brand’s new partnership with the Rugby Football League (RFL). The agency, part of Omnicom Media Group, played a key role in developing and negotiating the landmark partnership deal.
The 2016 season marked the start of a three-year partnership with the RFL which sees Dacia become the Official Car Partner of the Super League and the Challenge Cup, Title Partner of the World Club Series and Principle Partner of the Magic Weekend. Having already completed the activation of the Dacia World Club Series, Fuse Sport + Entertainment’s focus is now on the Dacia Magic Weekend in May.
Dacia’s reputation as a robust, no-nonsense brand makes the association with the RFL the perfect fit and the negotiations between the two entities were led by Fuse Sport + Entertainment on Dacia’s behalf. Through the long term partnership, Dacia is aiming to bring rugby league fans and communities closer to the game.
Ed Preston, Dacia Communications said: “Throughout the entire process, from identification and negotiation, through to activation and amplification, Fuse Sport + Entertainment have been our trusted partners and were integral to securing this deal. At each point they have demonstrated how much they understand both the Dacia brand and sports fans, ensuring that everything we do represents us, whilst raising the experience of the fans. We’re looking forward to continuing the working relationship and maximising this exciting deal.”
Commenting on the appointment Rebecca Chance, Director, Fuse Sport + Entertainment, said: “We are delighted to have been involved in this agreement which sees an exciting new brand enter the UK sponsorship market for the first time. It also gives us an exciting opportunity to work closely with one of the most established and forward thinking sports governing bodies in the UK.”
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CONTACT DETAILS
For more information please contact:
Laura Tucker, Fuse Sport + Entertainment
020 7113 3275 / laura.tucker@fuseint.com / www.fuseint.com
NOTES TO EDITORS
About Dacia
Relaunched by Groupe Renault in Europe ten years ago, Dacia has grown to become Europe’s definitive no-nonsense car brand with over 3.5 million customers to date. Dacia launched in the UK in 2013 and has enjoyed the most successful launch of any new car brand. Dacia’s ‘shockingly affordable’ models have picked up numerous prestigious awards, including What Car?’s ‘Best Small Car under £12,000 – 2016’ for four consecutive years for the Sandero hatchback. The Dacia UK model range consists of the Sandero hatchback, Sandero Stepway, Logan MCV estate and the Duster SUV. Dacia offers the UK’s best value hatchback, estate and SUV. www.dacia.co.uk
About Fuse Sport + Entertainment
Fuse Sport + Entertainment (part of the Omnicom Media Group) is a leading sport and entertainment agency. We create inspiring partnerships and experiences for brands. We are proud to have won UK Sponsorship Awards ‘Consultancy of the Year’ in both 2014 and 2015. We have over 100 staff in the UK and 250 across Europe. Current clients include Vodafone, Disney, Royal London, Gatorade, McDonald’s, Google, Nissan, Intel, Virgin Media, Waitrose, John Lewis, Starbucks, Pepsi, Specsavers and Visa.