Best sponsorship activations at the Rugby World Cup
Rugby’s first-ever World Cup hosted in Asia was hailed as the “most impactful and ground-breaking RWC in history”. The six-week extravaganza broke various records across attendances, audiences, fan participation, legacy and CSR programmes and reached an estimated worldwide broadcast audience of 400 million.
Thus, it was a great one to be involved in as a sponsor. But how did the tournament’s six worldwide partners stand out from an activation perspective? Here are my favourite which highlight sponsorship best practice.
Reinforce positioning: Emirates
Emirates was the official sponsor of referees, who took to the field in their resplendent red “Emirates Fly Better kit”. However, the airline looked beyond just logo/branding, taking the partnership a step further by using elite referee Nigel Owens as the face of the ad campaign, including fronting an ‘etiquette guide’ for watching the tournament.
This was a smart link with its “fly better” motto: by associating themselves itself with, and encouraging, etiquette it reinforces itself as an airline of a better and higher class. A nice additional touch saw Emirates provide live screenings of matches on flights wherever possible.
To see the best practice for each of the five other partners read the full article in Warc.