Rugby as a sport is not one that commands the attention of major brands outside of the leading international sides. Apart from those top teams on the international circuit and those players plying their trade in major competitions such as the World Cup and Six Nations, it can be difficult for teams and players to make their brands known to the outside world.
Rugby, even at the highest level, such as the Premiership, is not full of household names regarding teams and the players on the field. But, could there be a way to both bring new possibilities of funding to the game and a diverse audience beyond your typical rugby fan?
Sponsorships
Rugby certainly has a broad spectrum of partnerships in the Premiership, ranging from electronics providers such as AO and Dyson to financial brokers such as Ravenscroft. There is a huge void in terms of relationships with gambling companies compared with football in the Premier League and Championship, while the rugby league and cricket have not forged strong relationships with the sector.
One way that rugby could alter its approach is by going down their own path with online casinos and slots rather than focusing on sports betting. Casino and slot games are extremely popular online and are also very versatile as highlighted in this slot guide. This would make them an ideal sponsorship partner, as they appeal to a large variety of people with different interests, and there are even rugby-themed slots which especially appeal to rugby fans. This is where rugby leagues could be targeting to make a move into the casino sector by offering their own slot game, using elements of the game and players to appeal to fans.
It could raise awareness of the game and players among a different demographic of supporters, which could potentially lead to greater footfall at games across the country and even further afield. Using this approach could naturally bring in a new revenue streams for clubs at a time when financial futures are far from certain.
Television
The Premiership is currently locked in a deal with BT Sport, which has provided a lucrative source of income for clubs. The question is whether it is reaching a broad audience is up for debate. ITV Sport have successfully acquired part of the television rights to show four Premiership games in the 2022/23 season and a further seven in the next campaign, along with a regular highlights programme and broadcast of the Premiership final. It is a step in the right direction that rugby is being broadcast on free-to-air television, and ITV has performed well in its production of the Rugby World Cup and Six Nations. Having all three competitions on one channel will certainly help in an attempt to blend the audiences together.
But, the Premiership could go down other avenues such as Amazon, who have shown a strong interest in rugby in the past with its famous All or Nothing series documenting the All Blacks. Amazon are not afraid to throw significant funds at live sport and given the fact that Prime Video is now available in the majority of households, it would stand to benefit to capture a broad audience. Tennis has received a huge boost in audience figures due to its relationship with Amazon, and rugby could stand to follow.
Looking Ahead
These are two definite possibilities that Premiership Rugby could stand to improve their appeal to a wide base of fans and increase their revenue streams. The game faces big decisions regarding its financial future, and these two ideas should be explored at the least.
