Treble Group

Article & News

Rugby: A game-changing platform for global brands

Rugby has firmly established itself as a dynamic force in global sports sponsorship. With a rich culture of respect, world-class athleticism, and opportunities to engage fans through innovative campaigns, the sport offers brands powerful ways to connect. As rugby embraces evolving competition formats and invests in cutting-edge digital platforms, it stands alongside global super sports like Formula 1 and football as a powerful driver of brand impact. Here’s why rugby sponsorship deserves a place in your marketing strategy. Bridging borders and expanding seasons In days gone by, rugby was confined largely to either the southern or northern hemispheres, but today, rugby is interhemispheric. Competitions like the United Rugby Championship (URC) and European Professional Club Rugby (EPCR) are bridging the gap between North and South by including South African teams.  Leveraging our expertise and relationships, we secured the first-ever global partnership for the URC with Qatar Airways. The deal demonstrates rugby’s ability to go beyond traditional markets and offer access to new territories. And it’s not just new territories shaping rugby opportunities. Seasons are also expanded with South African teams now competing in the European Champions Cup during December. This relatively new development shows how rugby is becoming entrenched in the festive experience and presents new opportunities for brands and partners to benefit from near year-round exposure to fresh markets, stadiums, and opposition.  This expansion across territories and seasons is important for brands wanting to establish meaningful connections with a growing global fan base. Storytelling fans want to hear One of rugby’s most significant assets is its players. Clever content strategies that leverage athletes’ celebrity and personality are invaluable. The URC’s “always-on” digital campaign tells player stories together with broader brand narratives that resonate with fans.  The URC’s Origins Rounds is a great example of engaging fans in an interactive and memorable way. For two special rounds, players celebrated their backgrounds by wearing their school or club socks, and fans were invited to do the same. This activation showcases innovative fan engagement and creates a natural touchpoint for brand messaging while celebrating the players’ roots – a win for fans and partners. Digital wins that drive rugby’s global appeal Social media and digital platforms are powerful tools to drive fan engagement and measure the global growth of rugby’s popularity. In the URC’s 2023/24 season, the league reached 47.7 million viewers, a staggering 10 million more than the previous year. Audiences grew by 138% to 6.2 million, driven by an “always-on” digital strategy and engaging social media content. Their TikTok, Facebook, and Instagram channels all contributed to a growth in followers at a rate that surpasses other European leagues. But what stood out the most was an 84% increase in YouTube subscribers, with views that soared 336% to 40.6 million.  For brands, these figures highlight rugby’s ability to drive digital engagement and deliver measurable ROI through targeted, innovative campaigns. The Treble advantage Rugby’s evolution creates exciting sponsorship opportunities, but navigating the landscape requires expertise. Treble has been at the forefront of rugby sponsorship for 25 years, building long-standing relationships with decision-makers and unions in South Africa and the UK. Our track record includes structuring global partnerships, such as the URC-Qatar Airways deal, and helping brands realise value through innovative campaigns and partnerships. Whether it’s competition sponsorships, professional team collaborations, or stadium naming rights, let Treble help you unlock rugby’s global potential.  Discover how we can help your brand connect with fans, drive engagement, and achieve lasting impact.

Read More »

Am I Working with the Right Sports Marketing Partner?

The Interbrand Best Global Brands of 2024 report revealed that 92 of the top 100 global brands leverage sports sponsorships to fuel their growth. This isn’t by chance – sports partnerships offer unmatched opportunities to drive results on a massive scale.  But success in this space isn’t guaranteed. It’s a competitive, ever-evolving space where the right sports marketing partner can be the difference between your brand standing out on the world stage or struggling to make an impact. Here’s what to look for in a sports marketing partner to ensure your brand becomes part of a success story. Expertise in the sports world The sports industry is unlike any other. It requires an in-depth understanding of its inner workings. A good sports marketing partner knows the ins and outs of multiple sports ecosystems, from English football to motorsports and rugby and beyond. Their insights on fan culture, brand alignment, and the right timing for campaigns can be invaluable in helping you maximise your brand’s impact. If your agency lacks deep-rooted expertise in your target sport, it might be time to look at your options. A proven track record Anyone can claim expertise, but can they prove it? Look at your agency’s case studies, testimonials, and past successes. Agencies with a strong track record of results can showcase tangible metrics – whether that’s engagement rates, boosts in brand visibility, or actual revenue growth tied to sponsorships. An established track record demonstrates reliability and that the agency is equipped to navigate challenges and deliver measurable results. Tailored strategies, not templates The right sports marketing partner knows that each brand is unique. If your agency is recycling tactics and relying on one-size-fits-all templates, you’re probably missing out on opportunities to stand out. An agency that takes the time to understand your brand’s values and goals is a good indication of whether they can create bespoke strategies that align your brand with the right sponsorships.  Adaptability and innovation Fan expectations, technology, and platforms are continuously changing. A good agency has to be agile and innovative, ready to pivot and seize new opportunities. Are they forward-thinking, staying ahead of trends in social media engagement, virtual experiences, or sustainable sponsorships? Look for the ability to adapt and innovate in a partner to help you thrive in this dynamic environment. Access to a strong network One of the greatest advantages of partnering with an established agency is their network. The right sports marketing partner has well-developed relationships with rightsholders, sports organisations, and media outlets. Leveraging these connections, they can access exclusive sponsorship opportunities and premium placements on a global scale, giving you a competitive edge in reaching more fans in memorable ways. The right sports marketing partner is more than just an agency—they’re an extension of your team, fully invested in helping your brand succeed. How does your agency measure up? With a proven track record of unlocking brand potential and forging meaningful fan connections, Treble is here to help you make an impact where it matters most. Connect with us, and let’s start building your next winning partnership.  Treble is a global sports marketing agency with unparalleled access to decision-makers in top sports. We’ve been helping brands and rightsholders build lasting, mutually beneficial partnerships for 25 years. Get in touch to explore how we can bring your vision to life.

Read More »

Women’s Sports Sponsorship: Why brands should get in now

Women’s sports have surged in popularity, captivating audiences not only on the pitch but also across broadcast platforms and social media. Global viewership of women’s sports is breaking records, and the numbers are more than impressive – they’re transformative. Especially for brands that recognise the power of sports sponsorship to convey relevance and authenticity. Storytelling: A powerful tool for brand relevance Sports sponsorship offers more than just visibility; it’s a platform for brands to showcase their relevance in a meaningful way. Building a strong presence in women’s sports relies on aligning with the values of equality, empowerment, and progress that resonate with both athletes and fans. Brands need to invest in the full narrative around these sports for a few important reasons: ●       Authenticity: Fans of women’s sports are highly attuned to the motives behind brand involvement. They expect sponsors to promote the sport and actively contribute to its growth and visibility. ●       Emotional connection: Women’s sports offer brands an unparalleled opportunity to connect with fans on a deeper, emotional level. By investing in the journey of teams and athletes, brands can share in the passion of the sport and become part of its story. ●       Sustained growth: As the popularity of women’s sports grows, brands that establish partnerships now will see an accumulation of returns over time. This is especially true as media coverage and fan engagement continue to rise, creating new revenue streams and fan touchpoints. A great example of this is Banyana Banyana wearing pink kit for October’s Breast Cancer Awareness Month as part of the “Football Cares” campaign. This initiative demonstrates how brands can engage in storytelling to highlight important social issues while aligning with the values of the sport. Through these kinds of campaigns, brands don’t just advertise – they become part of the story, showing authenticity and a genuine connection to their audience. Long-term partnerships: Aligning values and growth Sports sponsorships are typically long-term partnerships, often spanning three years or more. This commitment enables brands to grow alongside the sport, establishing deeper ties with both athletes and fans. As Siya Kolisi, captain of the Springboks, noted in his support for women’s rugby, “If we help the women’s game grow, it means rugby is growing.” Kolisi’s call for greater support highlights why it’s critical for brands to invest now. Building a partnership that evolves with the sport fosters authenticity and trust, which are key to strengthening fan loyalty. Cutting through the clutter: Reaching new audiences In an era of ad saturation, sports sponsorships provide brands with a strategic way to stand out. Instead of competing for attention through advertising, brands can own their space by aligning with women’s sports. For example, when Banyana Banyana, champions of Africa, faced the European champions in their October 2024 match, it wasn’t just a game—it was a powerful opportunity to highlight the growing global reach of women’s sports. This international fixture played at Coventry Building Society Arena, highlights the expanding influence of women’s sports, making it a prime time for brands to align with this momentum. As these kinds of high-stakes events grow in prominence, so does the opportunity for brands to connect with new audiences. Measuring success in women’s sports sponsorship A key question for brands entering women’s sports sponsorship is how to measure success. While ROI remains important, sports sponsorship also delivers on Return on Objectives (ROO), particularly when tied to storytelling and meaningful brand associations. Again, when the PinkDrive campaign aligned with Banyana Banyaya, not only did they promote breast cancer awareness but it also gave the brand a powerful platform to showcase their commitment to social causes, expanding the reach of their message. As women’s sports continue to grow, brands that invest now will reap the benefits of sustained fan engagement, growing media coverage, and long-term impact. It’s already kicked-off – are you in the game? Private equity and investors are already paying close attention to women’s sports, and brands should be too. The sector’s rapid growth offers early movers a chance to establish themselves as leaders in diversity, inclusion, and sports advocacy. As women’s sports continue to shatter records, sponsorship opportunities have never been more promising for brands that want to make a lasting impact. Treble is a global sports marketing agency with unparalleled access to decision-makers in top sports. We’ve been helping brands and rightsholders build lasting, mutually beneficial partnerships for 25 years. Get in touch to explore how we can bring your vision to life.

Read More »

Rugby: A game-changing platform for global brands

Rugby has firmly established itself as a dynamic force in global sports sponsorship. With a rich culture of respect, world-class athleticism, and opportunities to engage fans through innovative campaigns, the sport offers brands powerful ways to connect. As rugby embraces evolving competition formats and invests in cutting-edge digital platforms, it stands alongside global super sports like Formula 1 and football as a powerful driver of brand impact. Here’s why rugby sponsorship deserves a place in your marketing strategy.

Bridging borders and expanding seasons

In days gone by, rugby was confined largely to either the southern or northern hemispheres, but today, rugby is interhemispheric. Competitions like the United Rugby Championship (URC) and European Professional Club Rugby (EPCR) are bridging the gap between North and South by including South African teams. 

Leveraging our expertise and relationships, we secured the first-ever global partnership for the URC with Qatar Airways. The deal demonstrates rugby’s ability to go beyond traditional markets and offer access to new territories. And it’s not just new territories shaping rugby opportunities. Seasons are also expanded with South African teams now competing in the European Champions Cup during December. This relatively new development shows how rugby is becoming entrenched in the festive experience and presents new opportunities for brands and partners to benefit from near year-round exposure to fresh markets, stadiums, and opposition. 

This expansion across territories and seasons is important for brands wanting to establish meaningful connections with a growing global fan base.

Storytelling fans want to hear

One of rugby’s most significant assets is its players. Clever content strategies that leverage athletes’ celebrity and personality are invaluable. The URC’s “always-on” digital campaign tells player stories together with broader brand narratives that resonate with fans. 

The URC’s Origins Rounds is a great example of engaging fans in an interactive and memorable way. For two special rounds, players celebrated their backgrounds by wearing their school or club socks, and fans were invited to do the same. This activation showcases innovative fan engagement and creates a natural touchpoint for brand messaging while celebrating the players’ roots – a win for fans and partners.

Digital wins that drive rugby’s global appeal

Social media and digital platforms are powerful tools to drive fan engagement and measure the global growth of rugby’s popularity. In the URC’s 2023/24 season, the league reached 47.7 million viewers, a staggering 10 million more than the previous year. Audiences grew by 138% to 6.2 million, driven by an “always-on” digital strategy and engaging social media content. Their TikTok, Facebook, and Instagram channels all contributed to a growth in followers at a rate that surpasses other European leagues. But what stood out the most was an 84% increase in YouTube subscribers, with views that soared 336% to 40.6 million. 

For brands, these figures highlight rugby’s ability to drive digital engagement and deliver measurable ROI through targeted, innovative campaigns.

The Treble advantage

Rugby’s evolution creates exciting sponsorship opportunities, but navigating the landscape requires expertise. Treble has been at the forefront of rugby sponsorship for 25 years, building long-standing relationships with decision-makers and unions in South Africa and the UK.

Our track record includes structuring global partnerships, such as the URC-Qatar Airways deal, and helping brands realise value through innovative campaigns and partnerships. Whether it’s competition sponsorships, professional team collaborations, or stadium naming rights, let Treble help you unlock rugby’s global potential. 

Discover how we can help your brand connect with fans, drive engagement, and achieve lasting impact.

Share this post :

Rugby has firmly established itself as a dynamic force in global sports sponsorship. With a rich culture of respect, world-class athleticism, and …

The Interbrand Best Global Brands of 2024 report revealed that 92 of the top 100 global brands leverage sports sponsorships to fuel …

Women’s sports have surged in popularity, captivating audiences not only on the pitch but also across broadcast platforms and social media. Global …

The digital revolution initially promised endless opportunities for brands to reach and engage consumers. But the reality has proven more complex. Consumers …