RWC Insider – Final Report

The challenge for sponsors and advertisers alike during the Rugby World Cup was to leverage this excitement with activations that did not interrupt the fan experience, but rather added to it. For our RWC Insider report, we assessed the impact of the competition on fans, sponsors and brands alike.

Brand Awareness RWC Ireland

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“The 2015 Rugby World Cup was a success. It might not have felt like it as Ireland were beaten by Argentina but the tournament has served to increase the appeal for the sport in Ireland,” concludes the report.

“With over 60% of the available TV audience tuning in to watch each of Ireland’s matches, not to mention over 900k views on 3 Player, the growth of rugby beyond its hard-core fan base is obvious.”

“In fact, nine of the top ten shows broadcast on RTE and TV3 this year – for the coveted male 15-34 audience – have been rugby related.”

“Add to this the growth of female interest and research that illustrates strong consumer affinity towards rugby sponsors and it is clear how powerful a vehicle rugby can be for sponsors and advertisers.”

“The 2016 Six Nations tournament is likely to continue to deliver average audiences in excess of 700k and, with a summer tour to South Africa from June 11th to 25th next year, and a bid to host the 2023 edition of the RWC on the horizon, the increasing appetite for Irish rugby is likely to show no signs of abating.”

“This is good news for media owners, good news for sponsors and good news for the sport.”

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The RWC Insider is brought to you through a collaborative effort from Livewire, Radical and Ignite Research – all members of Core Media Group. For more of the latest sponsorship insights follow us on @LivewireIRL