Clarity Sports has announced a renewed partnership with Pro14 rugby union side Ulster Rugby to continue as the club’s official team and business travel partner for the next three seasons.
Clarity Sports provides team and business travel for sporting teams and organisations.
The travel company’s business has grown from the absorption of former employees from the now-defunct Thomas Cook Sport, a profitable division of parent company Thomas Cook Travel, which filed for insolvency in September 2019.
With former Thomas Cook staff maintaining links and operations with former sports club clients, Clarity immediately resuscitated contracts with rugby clubs Edinburgh Rugby, Leicester Tigers and Sale Sharks. The deal with the Sharks has now expired.
It has subsequently extended with Leicester Tigers until the end of the 2022-23 season – a deal which includes Clarity’s supporter travel provider, Sportsbreaks.com.
In February, Clarity Sports also announced a three and a half-year partnership with Scottish football club Rangers as the club’s official team travel supplier. Sportbreaks.com will provide fans with the chance to see Rangers in domestic fixtures.
As with Thomas Cook Sport, SportBusiness understands the Clarity Sports sponsorship model in rugby union is based primarily on the team travel commitment, rather than the movement of fans or VIPs.
The team travel business in rugby is thought to be attractive because the rights are affordable and the margins predictable. A similar deal signed by Thomas Cook Sport with Pro14 side Edinburgh Rugby was worth about £30,000 (€33,000/$37,500) per year.
European rugby union has yet to resume after going into lockdown in March because of Covid-19. Pro14 matches will return from August 22, with Premiership Rugby clubs targeting a return on August 14 should the league pass the protocols for resumption.