The Essentially Group of sports marketing companies will launch its new brand identity on Monday on the back of a Rugby World Cup that should provide a major boost to forward sales.
The Alternative Investment Market–listed company is rolling five agencies into a new business that it claims will make Essentially one of the top five sports marketing agencies in the UK.
And according to chief executive, Bart Campbell, the timing of the launch – and the move of its four London-based agencies into new 14th floor offices on London’s Albert Embankment - could not be better.
“The Rugby World Cup has stimulated a lot of activity around players and sponsorship - and it’s not just a spike of activity for three months. The benefits are in forward selling across a number of properties, including the Lions Tour of South Africa in 2009 and the Fan Village format.”
Essentially owns all the commercial rights to the British & Irish Lions tour, which will act as a compelling rematch between many of the combatants in this Saturday’s final between England and South Africa. Meanwhile, the International Rugby Board’s official Fan Village was set up in Paris during the competition and is the intellectual property of the agency.
“The Rugby World Cup and England's performances have stimulated increased sponsorship interest in the Lions tour,” says Campbell. "The Fan Village has committed extra sponsorship spend from IRB official sponsors and has been a good business venture for developing the IP, working closely with official sponsors and for the credibility of the business.”
More generally, Campbell sees room for growth in both rugby union - and Formula One, a sport served by the agency’s chairman John Byfield. “Rugby union is 12-years young in the professional game and has considerable room for upside," says Campbell. " F1 has an increasing footprint and is developing in new markets, which is positive for our business.”
On the downside, two of the top athletes on the agency’s books – the star All Blacks Richie McCaw and Dan Cater – may not have enhanced their reputations or contract values at the Rugby World Cup. But the Kiwi Campbell remains upbeat.
“Both are contracted to New Zealand and are staying in New Zealand so there’s been no impact on their value. They haven’t become bad players overnight just because the All Blacks got knocked out. They are in their mid-twenties and they’ll have another opportunity to try again in four years time.”
