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SE4Wire

Sponsorship of the game

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Many posters on these forums like to go on about how it's a farce that there is no SL sponsor.

What I'd like to ask is what would be "in it" for a potential sponsor of the game. So go on, let's have some positivity and explain why rugby league is brilliant a d why sponsors should be clamouring to throw money at our game.

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Share the unique features and challenges of the game: the fairness implied in the 6-tackle rule, the elegance of the PTB, the fitness and skill of the players, the 40-20s (really a thing of its own, for all forms of football), everything that makes the game itself worth watching.

 

The club and league politics happen in all sports. Focus on the on-field action.

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The fact the audience is made up of better mix men, women and children than any other sport in the UK.

Sort out the international game and sponsorship won't be an problem.

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Pure numbers should really be enough for a sponsor. Decent viewing figures, decent crowds, big events like the Grand Final and Magic Weekend, decent customer profile.

You can then work on the emotive things like the principles which RL have that many companies like - teamwork, passion, commitment, honesty etc.

The players and trophies etc are accessible.

The game has plenty of sponsorship space - happy to put your name on the pitch, the ref, the posts etc.

Plenty of nice stadiums with good hospitality.

One main challenge is that the game has little presence in London, Edinburgh, Glasgow, Birmingham, Cardiff, Belfast, Dublin, Paris etc.

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Share the unique features and challenges of the game: the fairness implied in the 6-tackle rule, the elegance of the PTB, the fitness and skill of the players, the 40-20s (really a thing of its own, for all forms of football), everything that makes the game itself worth watching.

While I appreciate hey all help make the game, I see them more as reasons to watch than reasons to sponsor.

I think Mark and Dave have some good points.

Another interesting thought would be look at major sponsors of other sports and think what we could offer them. Why do they sponsor football, union, cricket, darts, athletics or whatever?

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The fact the audience is made up of better mix men, women and children than any other sport in the UK.

Sort out the international game and sponsorship won't be an problem.

Interesting opening statement. Where can we find the stats to back up that 'fact'? After all, a potential sponsor would want to see that kind of informed data.

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Pure numbers should really be enough for a sponsor. Decent viewing figures, decent crowds, big events like the Grand Final and Magic Weekend, decent customer profile.

You can then work on the emotive things like the principles which RL have that many companies like - teamwork, passion, commitment, honesty etc.

The players and trophies etc are accessible.

The game has plenty of sponsorship space - happy to put your name on the pitch, the ref, the posts etc.

Plenty of nice stadiums with good hospitality.

One main challenge is that the game has little presence in London, Edinburgh, Glasgow, Birmingham, Cardiff, Belfast, Dublin, Paris etc.

 

Nice points. More reasons to look at how the NRL became the big thing down under.

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The fact the audience is made up of better mix men, women and children than any other sport in the UK.

Sort out the international game and sponsorship won't be an problem.

That is a bold claim.

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Share the unique features and challenges of the game: the fairness implied in the 6-tackle rule, the elegance of the PTB, the fitness and skill of the players, the 40-20s (really a thing of its own, for all forms of football), everything that makes the game itself worth watching.

The club and league politics happen in all sports. Focus on the on-field action.

I don't think that would matter much to a sponsor, otherwise the community game would get loads more sponsorship.

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Nice points. More reasons to look at how the NRL became the big thing down under.

A huge presence in the biggest city in the country certainly helped the NRL. Imagine how big RL in the UK would be if it was the biggest game in London?

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Report on the BBC rolling news the other day on about sponsorship since the Olympics ended, athletics along with sailing and a couple more sports, cant get sponsors, also individual athletes are looking for an income because sponsorship money is running out.

Seems sponsors were throwing money at Olympic athletes and sports prior to the games, not anymore.

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Report on the BBC rolling news the other day on about sponsorship since the Olympics ended, athletics along with sailing and a couple more sports, cant get sponsors, also individual athletes are looking for an income because sponsorship money is running out.

Seems sponsors were throwing money at Olympic athletes and sports prior to the games, not anymore.

Yeah, I was watching the athletics a few weeks ago, Mo Farah was running and several other olympians, so it was a pretty decent affair. One of the competitors, I think it was the long jumper who won gold or silver last year (could be wrong but it was definitely someone who won a medal at the Olympics) and they were saying in the commentary that he had had to buy his own trainers because of no sponsorship. So its not just RL by any means

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Athletics is a funny one though. It seems  to me that people are only interested every now and then. That isn't as appealing to a sponsor as a sport that is on tv two or three times a week for 8 months of the year

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While I appreciate hey all help make the game, I see them more as reasons to watch than reasons to sponsor.

I think Mark and Dave have some good points.

Another interesting thought would be look at major sponsors of other sports and think what we could offer them. Why do they sponsor football, union, cricket, darts, athletics or whatever?

the sports above all have a wider geographical spread than RL at the top levels, whether that is elite club level or internationals.

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the sports above all have a wider geographical spread than RL at the top levels, whether that is elite club level or internationals.

Darts?!

Also do you mean international spread or within the UK? There are several sponsors that mainly/only have a UK presence across most of those sports.

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Darts?!

Also do you mean international spread or within the UK? There are several sponsors that mainly/only have a UK presence across most of those sports.

Darts has major events all over the country in the major cities, however I think we are in a better positiin sponsord wise than darts. As I was typing on my phone I couldnt be bothered editing.

I was referring to the UK, however the other major team sports mentioned have a wider international spread too.

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Any sport can pick up sponsors if they can guarantee some level of exposure for the brands involved. Picking up sponsors for the money you want is a different matter altogether though.

We all know the RFL have a perceived value of sponsorship of the Superleague. Im sure we could pick up a decent brand as a sponsor quite easily, but it wouldn't be at the perceived value the RFL have for the comp. For that the RFL only have themselves to blame because of the Stobart fiasco.

As people have mentioned, the values associated with rugby league would suit so many brands and potential sponsors out there, but its probably just a case of those brands not feeling they are going to get they value for money they want with what the RFL are asking.

in this respect you have two options, you target brands you feel could help increase exposure for SL, for less money, or you hold out for what you perceive to be the value of naming rights/sponsorship for SL.

If you went for the first option you'd do so with the intention of forming a close bond with the brand and doing your utmost to push their brand over the course of the sponsorship term, and hopefully as the partnership grows and exposure of both the brand and SL increases due to the relationship, you'd then see the value of SL sponsorship grow and be able to sign further sponsorship agreements for increased values.

It will be very very difficult for the RFL to secure title sponsors for SL for the type of money they want. they have to bit the bullet and take a bit less and look to build the value back up.

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Any sport can pick up sponsors if they can guarantee some level of exposure for the brands involved. Picking up sponsors for the money you want is a different matter altogether though.

We all know the RFL have a perceived value of sponsorship of the Superleague. Im sure we could pick up a decent brand as a sponsor quite easily, but it wouldn't be at the perceived value the RFL have for the comp. For that the RFL only have themselves to blame because of the Stobart fiasco.

As people have mentioned, the values associated with rugby league would suit so many brands and potential sponsors out there, but its probably just a case of those brands not feeling they are going to get they value for money they want with what the RFL are asking.

in this respect you have two options, you target brands you feel could help increase exposure for SL, for less money, or you hold out for what you perceive to be the value of naming rights/sponsorship for SL.

If you went for the first option you'd do so with the intention of forming a close bond with the brand and doing your utmost to push their brand over the course of the sponsorship term, and hopefully as the partnership grows and exposure of both the brand and SL increases due to the relationship, you'd then see the value of SL sponsorship grow and be able to sign further sponsorship agreements for increased values.

It will be very very difficult for the RFL to secure title sponsors for SL for the type of money they want. they have to bit the bullet and take a bit less and look to build the value back up.

i agree with much of it but blaming the rfl seems too simplistic to me.

They went with the Stobart deal as there was no other great deal on the table.

They never sold the Challenge Cup short yet apparently the Tetleys deal deal is worth much less than previous deals.

Also, people seem to think the Rfl gave the rights for free, they didnt.

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While I appreciate hey all help make the game, I see them more as reasons to watch than reasons to sponsor.

I think Mark and Dave have some good points.

Another interesting thought would be look at major sponsors of other sports and think what we could offer them. Why do they sponsor football, union, cricket, darts, athletics or whatever?

 

For some sponsors, the nature of the game they're sponsoring matters a great deal - they want it to fit with their own corporate identity.

 

For me, Rugby League should be a perfect fit for an awful lot of companies - it's a team sport, and places value on both working as a team and individual endeavour. It takes hard work, courage and discipline to be successful. It is, at least in theory, a meritocracy, where the best players will rise to the top if they put the effort in.

 

It's mystifying that the game can't get bigger sponsors really, all the pieces are there.

 

One thing the game does need to look at, or at least the top clubs, is the sort of day out you can offer sponsors. In an ideal world, everyone would know all about the game and be devoted fans, but realistically, being able to put on a good corporate jolly is a big part of getting sponsors. You can't rely on the game itself to be the whole show for non-fans, because you can't guarantee a good game. Good food and drink can go an awful long way to helping prise open the cheque book again come the next season.

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Brand exposure in the English and French speaking worlds which could lead to greater sales in two key regions the EU and Asia Pacific. This could be attractive to say a Chinese corporation.

It is a sport that possesses honesty and integrity which could be of great importance to companies which may have had negative experiences with corruption and cheating in soccer, cricket, Formula 1, cycling, athletics, or who sponsored Tiger Woods or Lance Armstrong.

The game relies heavily on teamwork, partnership or community, values that a global giant like HSBC uses as the base for all their advertising. Similarly a logistics company like UPS could conceivably be persuaded that a sport which combines great handling skills and speed would be a natural fit with their core business. A game that is family friendly should be a boon to advertisers, because you can target several generations at the same time.

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im not usually the type to lump everything on the RFL but in this instance i do think they made a rod for their own back.

The betfair offer would have been much better for the game. Forget about the monetary side of the deal, just in an association with a brand that engaged with the RFL's most traditional target audience, and a brand that you would have thought would really push the association with RL.

Richard Lewis stance on sponsorship with a gambling company, while commendable, was a decision that was the wrong one for the game at the time.

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If people are worried about sponsorship now what exactly do they think is going to happen when the comp loses the London and/or French clubs?

Want to know why third tier comps in Aus like soccer, netball, etc have no probs with sponsors but a multi-national comp like SL does? Have a look at the way they treat expansion and growing the game. SL admin make the old NSL look forward-thinking.

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