There is no event brand in European sport like Six Nations Rugby.
On the pitch, it promises elemental clashes between eternal rivals, as the best teams in northern hemisphere rugby battle for prestigious honours and local pride. It is also a point where fandom meets culture, with early-spring city breaks and crowded pubs almost as central to its identity as elite sporting action.
These factors all build into the Championship’s commercial offering but for the Championship organisers, demonstrating tangible value to partners has never been more important.
Developed with that need in mind, Nielsen Sports’ partnership with Six Nations Rugby has showcased that value and taken the Championship’s data-led strategic decision-making to the next level.
The Six Nations Rugby audience is large and diverse, with 146 million watching the men’s competition and 18 million watching the fast-growing women’s championship. It is broader than the typical rugby fanbase, with casual followers joining the dedicated fans. Just as those different groups find their own connection to the action, brand partners have particular motivations and campaign prerogatives.
Our comprehensive research strategy is tailored to that context and has supplied Six Nations Rugby with a powerful narrative of growth and impact.
By identifying unique media characteristics, quantifying media value for partners, and proving a meaningful uplift in brand perception and purchase intent, our insights have reinforced Six Nations Rugby’s commercial proposition.
This is already helping them to deepen partner relationships, and drive the continued global success of its distinctive, enduring and spectacular championships.
