SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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30 Nov 2014

In January 2014, South African telecommunications company Cell C acquired the naming rights to the Sharks, a rugby union team competing in the South African Currie Cup and the Super Rugby competitions. The three-year, multi-million-rand deal saw Cell C replace retail company Mr Price Group, which had held the title sponsorship since 2000.

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30 Nov 2014

In 2011, consumer goods manufacturer Unilever approached marketing agency Essentially with a brand problem. Rugby union was chosen as the platform that would appeal to Dove Men+Care’s core target audience and despite Unilever’s tradition as a campaign-led organisation, Essentially successfully established a long-term vision for the brand that has continued to deliver each season against the four objectives.

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Article
1 Oct 2014

European club rugby union enters a new era this month with the launch of two competitions. But should organisers be concerned about their sparse sponsorship portfolios? Kevin Roberts reports.

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