What can the RLWC offer a sponsor that might make them want to be involved with the competition?
- Awareness: Obvious one, every event offers this, just depends on whether the awareness mix offered fits with the type of market a company is chasing.
- Direct Fiscal Return/Inventory Swap: This is how we would have secured most of our current sponsors. we need transport (Hertz), accommodation (Marriot) , ticket sale (Ticketmaster), so it would have been given to us either at a reduced rate but would still make the associated companies a decent enough return to be worth it, or it is a case of they have given us some of their inventory in exchange for some of ours.
- Content: Premier Sports & BBC have already signed on for this, but have we sold everything? ie. Digital rights, mobile rights?
- Association: What type of brand alignment does the RLWC offer? There are definitely values associated with our sport which some companies would be desperate to be associated with (ie. Courage, teamwork, inclusiveness)
- Inventory: Not sure if this happens in the UK, but in Australia many in the food & drink sectors here will align with events as sponsors to then get the right to give away prizes, whether it be tickets, to other money can't buy experiences (coin toss, access to the change room/coaches box, etc) to help sell their products.
So in short there is plenty to offer...
Comparing with the 08 World Cup, the sponsors they had for that tournament were AAMI (Insurance), Fosters (Alcohol), Diaego (Alcohol), Coca-Cola (Soft Drink), Gilette, Harvey Norman, Telstra (Telecommunications + Content - Digital + Mobile Broadcaster / Website Partner), IHG (Hotel), JetStar (Flights), Channel 9 (Content - Broadcaster), Fox Sports (Content - Broadcaster), Ticketek (Ticketing), Reebok (Apparel), Government.
So far for 2013, they already have Government, Broadcaster, Hotel, Car Travel and Ticketing... obvious partner groups they should (and possibly already are targeting) are Alcohol (Tetley's? or Fosters? have invested in RL recently in UK), Soft Drink (Irn-Bru? Coke?), Airline (Emirates?), Apparel (ISC?).
The RFL should also be chasing previous International partners who have been involved in the game in the past but have dropped off due to the lack of regular big tournaments in the UK. Ie. Cadbury, Valvoline, Lion, Guinness, Nissan, and as well those partners involved with some of the participating teams (General Motors, Coke, KFC & Fosters - Kangaroos; Malaysian Airlines - Kiwis; Vodafone - Fiji; Cable and Wireless & Coke - PNG; AXA & Puma - France; The Co-Operative - Wales)
Finally it would be in the tournament's interest to try and get some of their other established partners to step up for the tournament as well. Gillette, Kingstone Press, Foxy Bingo, Brut, any of them that could fork out a bit more to come on would help.
By getting a couple of the above to sign on (well of the bigger names), even if it is less than they originally want, would help encourage other partners to come on board.