SportBusiness.com

LAND ROVER IN GEAR WITH FANTASY LEAGUE

Digital sports agency Aura Sports and Mindshare Interaction have reached agreement for Land Rover to sponsor a free-to-enter rugby union fantasy game.

The game is hosted on www.scrum.com and is part of a media campaign by Land Rover as sponsors of England and Premier Rugby.

Land Rover are offering competition winners a number of prizes such as an exclusive Land Rover Adventure off-road driving weekend, signed England rugby shirts and training days with the England squad.

Players are able to set up their own mini-leagues within the game, and there is a Rugby Celebrity League featuring experts for users to compare themselves against.

Paul Wright, MD of Aura Sports, said: “In sport it is always a great endorsement of how an initiative or a campaign has performed when you run with it for a second consecutive season.

"This agreement demonstrates how third parties, with well though-out and executed campaigns, can enrich the user experience.”