This story is an abridged version of an issue of iSportConnect’s Sponsorship Index about rugby world cup sponsors which is powered by caytoo.

With the 2023 Rugby World Cup kicking off in just over two weeks in Paris, we decided it was time to take a deep dive into the teams sponsors.

Food & Beverage is by far the most prevalent sector, accounting for 22.9% of teams’ sponsors, making the sector far more dominant than in other sports such as Formula 1 (5.2% share of sponsors), Tour de France teams (13.5%) and English football’s Premier League (15.6%).

Only in the NBA (18.2%) and MLB (19.5%) does F&B’s prevalence come close to that of the Rugby World Cup teams.

F&B’s dominance is driven by Alcohol (8.6%) and Soft Drinks (6.9%) – the two most popular sub sectors – with beer accounting for nearly two-thirds of alcohol sponsors. For example, Guinness is the joint second most prevalent sponsor at four teams (along with Vodafone but one behind personal goods brand Dove at five).

Alcohol is again far more dominant among the RWC teams than in F1, the Tour de France and EPL but less so than in the NBA (10.0%) and MLB (9.5%).

Consumer Goods (12.7% share) follows F&B as the second most prevalent sector, narrowly ahead of Financial Services (12.3%).

When it comes to rugby world cup sponsors, Consumer Goods is driven by Clothing/Apparel manufacturers (the joint-third most prevalent sub sector at 5.2%), Personal Goods brands and Electronics/Appliances manufacturers. While Financial Services is driven by Banks (the joint-third most prevalent sub sector at 5.2%) and Insurance firms.

The full version can be read at the iSport Connect Sponsorship Index.