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Title sponsorship of Rugby League's Challenge Cup

Provided by The Rugby Football League
Change the way 9m people feel about your brand. Naming rights for event on BBC TV and radio and at the new Wembley Stadium.

Tell us about the Opportunity / What is it?

This is the opportunity for your brand to become title sponsor of the Challenge Cup, one of the UK's most well loved sporting occassions and a listed heritage event . Your involvement can change the way the 9m fans of rugby league feel about your brand through the special place it has in people's hearts. The fans love the game on the pitch - and the fireworks off it. Your brand can be central to this relationship and interact with the fans on the terraces, in the clubs and pubs up and down the country, and the millions watching at home on television.

What is the Marketing Objective?

Brand awareness. Increase Purchase propensity, establishing trust and familiarity. Brand association with a dynamic, exciting sport full of media attention. Experiential opportunites at grounds, with money can't buy opportunites. Corporate and social responsibility programmes

How does it work?

The tournament operates for 8 months a year, 5 of these are televised live providing extensive exposure. The excitement builds round by round, with who plays who. The new sponsor will collaborate on the tournament ID, and use the toolbox of rights to activate. A comprehensive ad inventory for each game will deliver exposure and cut-through. There is terrestrial TV, media, hospitality, ticket communications, ambient, event marketing, player appearances - all built around your brand messages and image.

Who's used it in the past?

Previous sponsor was Powergen who were sponsors since 2003. "We are very focused on choosing our sponsorships and Rugby League's Challenge Cup has been a successful way for us to engage with our customers. The grass-roots community schemes, the drama of who plays who round by round, building to the climax of the final the Challenge Cup has a unique blend of opportunities that a sponsor can benefit from" said Mike Thompson of Powergen. "Working with The RFL Team is more than just a sponsorship contract…it is a true partnership".

Features / Benefits

Naming rights for the tournament. Final at the new Wembley Stadium. Comprehensive branding and advertising to promote your brand. Corporate and Social Responsibility initiative with 25,000 participants. Live televised draws in addition to match coverage to add a dynamic and rich experience. Round by round press conferences giving regular media opportunities. Mid season press function to enable your stakeholders to get involved. Sampling/event opportunity to use the final at Wembley to introduce the 92,000 spectators your your brand.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsPrint reach: 70m TV reach: 15m. Ambient audience: 250,000
TV
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
SPONSORSHIP / MEDIA
SPONSORSHIP / SPORT / RUGBY
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