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.
