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The Mystery of an Unsold Sponsorship

The Mystery of an Unsold Sponsorship

Havas Global Comms

Havas Global Comms

September 27, 2017

A number of reasons have been put forward as to why the Six Nations sponsorship remain unsold.

Campaign UK

By Anna Semens
Head of insight and analytics at Cake

 

What’s rugby worth?

It’s a question that’s been posed to over 150 brand marketers over the last year and we still await a definitive answer.

For three months every spring, the Six Nations Championship puts international rugby on the sporting calendar. Average attendance across the matches is around 67,000 people and the international television footprint of the tournament is growing, although still dominated by the home nations and France.

Since 2003 the tournament has been sponsored by RBS, but last year the bank announced it was not going to renew its £11m a year title deal.

Since then CAA Sports has been aggressively marketing the property on behalf of the rights holder, the Six Nations Committee.

This weekend, the news dropped that the rights remain unsold.

So, what’s the problem?

Read full article here.

Campaign UK

By Anna Semens
Head of insight and analytics at Cake

 

What’s rugby worth?

It’s a question that’s been posed to over 150 brand marketers over the last year and we still await a definitive answer.

For three months every spring, the Six Nations Championship puts international rugby on the sporting calendar. Average attendance across the matches is around 67,000 people and the international television footprint of the tournament is growing, although still dominated by the home nations and France.

Since 2003 the tournament has been sponsored by RBS, but last year the bank announced it was not going to renew its £11m a year title deal.

Since then CAA Sports has been aggressively marketing the property on behalf of the rights holder, the Six Nations Committee.

This weekend, the news dropped that the rights remain unsold.

So, what’s the problem?

Read full article here.

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