Was this said? it was suppose to be a 3 year deal...
"The Rugby Football League are today celebrating a three-year sponsorship deal with the Stobart Group they believe could be worth up to £2.5million a year.
100 trailers decaled at a cost of say 200-300k equates to a 2.5million dollar deal? how does that work?
Because the trailers are not just there to look pretty. They are moving billboards.
There are naturally disagreements around the effectiveness of this kind of advertising, but it definitely has a relatively high value. The company I work for will be using this kind of advertising this year - I don;t know too much about it tbh, but will be interested to see the budgets and expected returns.
Look at it this way:
x 52 weeks
If you use a starting point of £1m as the value, this means that it is costing £192 per truck per week. That is nothing and you'd struggle to get any kind of reasonable ads for £192. That would be swallowed up in minutes in digital advertising.
You then of course have creative and implementation costs, we can assume that Stobart paid for this.
The deal absolutely had a value, probably really quite high in marketing terms. Whether it was the right thing to do is a completely different discussion, but it wouldn't be unreasonable to expect to have to be paying well over £1m if you wanted to go with a full annual campaign like this.