The 2024-25 Gallagher Premiership roared into action, with Bath exacting revenge on last season’s champion winners Northampton Saints. With the new season underway, Luscid’s Business Development Manager, Vipul Londhe, provides a data-driven analysis of the sponsorship landscape, offering valuable insights into the league’s potential for brand partners.
Now in its 38th season, Premiership Rugby presents a strategic opportunity for brands in the sports sponsorship arena. Marketing budgets are facing increased scrutiny, with sponsorship accounting for 12% of these crucial budgets, it is more important than ever to leverage data for informed decision-making. Brands need to harness data-driven insights to make valuable investments in sponsorship that align with their goals and deliver measurable returns.
Broadcasting Breakthrough: A New Era of Exposure
For the first time, all 93 matches will be broadcast live on TNT Sports and Discover +, offering unprecedented exposure for sponsors. This expanded reach presents both opportunities and challenges for brands:
- Increased visibility across diverse audience segments
- Multiple touchpoints for innovative brand activations
- Enhanced potential for data-driven engagement strategies
The season will end at the newly named Allianz Stadium and exemplifies how strategic partnerships can elevate both sport and brand presence. Meanwhile, Gallagher underscores the league’s proven track record in driving engagement and attendance.
Measuring the Sponsorship Conversion Rate
Luscid’s proprietary analysis reveals compelling data for brands considering Premiership Rugby sponsorship:
- Average deal size: £173.632
- Live average of current deals: £147,366
- Rugby Union’s is 54.3% stronger than the average sport at driving brand awareness amongst a UK audience.
Most notably, rugby in the UK is ranked second behind soccer in creating brand awareness for its brand partners. Moreover, it’s 45.9% stronger than average in engaging audiences across a selection of brand values, through activations compared to other sports genres* – which is a number 1 ranking of all sports. This data underscores rugby’s unique ability to not only reach but actively engage consumers, providing a powerful justification for the significant portion of marketing budgets allocated to sponsorship.
The Scrum of Brand Values
In today’s market, consumers are increasingly drawn to brands that demonstrate authentic values. Premiership Rugby, with its pillars of ambition, trust, leadership and community focus, offers a natural alignment for brands seeking to reinforce these qualities.
Luscid’s data methodology, leveraging both social and search data, highlights the key values associated with Premiership Rugby:
- Ambition – 41.2% stronger than the average sport
- Trust – 89.3% stronger than the average sport (number 1 ranking for this value)
- Leadership – 28% stronger than the average sport
- Premium – 36.1% stronger than the average sport
- Community-focused – 79.3% stronger than the average sport (number 1 ranking for this value)
Beyond the Pitch: Community Impact and Brand Loyalty
Gallagher, one of the world’s largest insurance brokerage, risk management and consulting companies, has demonstrated how sponsorship can drive meaningful change and boost attendance:
- Launched the groundbreaking ‘Right Here for Rugby’ initiative, successfully bringing the game to new audiences across the country
- Co-funding of Project Rugby, engaging over 100,000 young people
- Focused on underrepresented groups, including women, people with disabilities and those from diverse backgrounds
- 84% of participants expressed a desire for continued rugby engagement
- Benefitting over 150 grassroots clubs
This community-centric approach not only enhanced Gallagher’s brand perception but also created a loyal customer base that extends beyond match day, providing tangible returns on their sponsorship investment.
Innovation: The New Line-Out Strategy
The recent Allianz-Twickenham naming rights deal showcases how sponsorship can drive innovation in sports marketing. This partnership does not just focus on financial support; it also represents a commitment to:
- Securing the future of UK rugby
- Supporting grassroots development
- Enhancing fan engagement through technology and experiences.
For forward-thinking brands, such partnerships offer a platform to demonstrate innovation and thought leadership within their industry, justifying the allocation of significant marketing resources to sponsorship.
The Future: Converting Opportunities into Brand Values
As the sports sponsorship landscape evolves, Premiership Rugby offers a unique opportunity for brands to connect with a discerning, affluent audience. In today’s fragmented media environment, the league’s blend of tradition and modernity provides a powerful canvas for storytelling and community engagement.
As Premiership Rugby continues to innovate, so too must brand sponsorship strategies. The most successful partnerships will be those that leverage data, align authentically with brand values, and create meaningful connections with fans both on and off the pitch.
Ready to elevate your brand’s sponsorship game? Discover how Luscid’s data-driven approach can help you leverage the power of rugby to connect with your audience and achieve your brand goals. Contact us today to explore the possibilities and ensure your brand makes a lasting impact in this exciting arena, here.
*Against a selection of genres from Luscid’s brand values database: Heritage, Trust, Leadership, Ambition, Community and Charity, and Premium.
