partner feature
“
targeted with the one campaign - something that is unique to sports sponsorship. And how much does is cost to become a
sponsor of top-flight rugby in Wales? “Rugby sponsorship is a lot less costly
than many people think,” said Reid. “Companies can get involved with
sponsorship at Rodney Parade from as little as £100 and packages are bespoke to provide the maximum exposure for a given budget.” And sponsors at the region agree that
in these times of austerity, sponsorship provides a great deal for your money. Molson Coors sponsor Newport
Gwent Dragons with their bitter brand Worthington’s and have been partners of the region for the past five years. In addition to their regional activity, they also sponsor many grass roots rugby competitions and are the beer suppliers for around 65 per cent of Wales’ rugby clubs. “Sponsorship gives us a visibility which
would be very costly to attain through advertising,” said Paul Doubler, Rugby Sponsorship Consultant for Worthington’s. “There is a clear connection between
our brands and the majority of adult rugby spectators, who enjoy drinking responsibly at matches. It is an ideal opportunity for
There is a clear connection between our brands and the majority of adult rugby
spectators, who enjoy drinking responsibly at matches. It is an ideal opportunity for us to promote our brand, and to activate our
sponsorship at matches with rugby supporters who are by and large our consumers
us to promote our brand, and to activate our sponsorship at matches with rugby supporters who are by and large our consumers.” Worthington’s not only enjoy
sponsorship of the team shirt and hospitality packages but also run frequent competitions through the Dragons’ website, social media, match programme and in-ground on a match day. “It is important to get the right
organisation to sponsor so that the audience for the one brand will also be interested in the other,” added Doubler. “Rugby is perfect for us to get involved in as a rugby ground provides a comfortable environment in which to enjoy our product which is not the same of all sports.” Another bonus to sponsors is the access
to players they are afforded. “These guys are heroes for the Welsh
public. To have Toby Faletau doing a post- match interview live on television with our brand on his shirt inevitably reflects well for us as supporters of the players who are so important to the whole Welsh nation. “In addition, our more traditional
advertising activities (for example in the match programme or on billboards) are enhanced by the perceived relationship
THEbusiness QUARTER 17
between our brand and the Dragons. Instead of a cold exposure, the adverts become reinforcements for the brand relationship supporters are already aware of.”
Spending several hours with clients and
potential clients or customers away from distractions of the office is invaluable. Events make great settings for informal networking and sales and provide a perfect incentive for a business contact to join you during non- business hours. “We use our corporate box for
entertaining our key customers who have worked particularly hard to sell our product,” said Doubler. “The presence of Dragons and Welsh stars in our box before the match is a great incentive and a wonderful way, not only to impress our guests with the opportunity to meet these players but also to show that we are part of making these events happen.” So as the season reaches its climax,
why not look at something to offer you hospitality, mass exposure and a captive audience to take you into your new season’s campaign?
“
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