Having won the MCCA ‘Best Campaign Featuring Sponsorship’ last year for its Team GB campaign around the Beijing Olympics, it’s great to be able to say that the Powerade 2009 InnerGear campaign has again been shortlisted in this year’s MCCA BEST Awards. Building on the insights and imagery of the Team GB campaign, Powerade brought the same InnerGear core creative idea to two of its international rugby assets – the English and Welsh rugby teams.

The 2009 edition featured England captain Steve Borthwick, Paul Sackey and IRB World Player of the Year, Shane Williams, in some equally impactful creative, and was supported through the line by Powerade’s cross agency team.

By Jonathan Izzard on January 20th, 2010

Tags: Beijing 2008, Olympic sponsorship, Olympics, Rugby, Sponsorship, Synergy, Team GB

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OK so the news is bad - you’re the tournament organiser of the Rugby World Cup in New Zealand in two years and already you are having to re-forecast, again, the level of loss you expect the event to make (now up another $9.3 million to $39.3 million). Much of the increased loss is based on lower expectations around ticket sales.

But I suspect that the tournament organiser, Martin Sneddon, may see his latest stance on the situation quoted back to him in the coming years.

Asked recently by the media whether he expected a game between minnow nations from Europe and America in New Plymouth on a Thursday night would be hard to sell, Mr Snedden came out with the classic: “It will sell out. I am prepared to put my reputation on it.”

While admiring his passion, I just hope the good folks of New Plymouth see it the same way and turn out for both the sake of the sport and Mr Sneddon’s mortgage.

By Dominic Curran on October 19th, 2009

Tags: Communications, Default, Public relations, Rugby

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In 2004, the Government outlined in a paper that they would like to get serious about bidding for international sporting events in this country. Five years on and this is one promise they’ve more than delivered on. With the recent announcements across both codes of rugby, the score is now 5-0 to Britain.

Not counting this year’s ICC World Twenty20, over the next six years we’re within driving distance of the following:

2010 - Ryder Cup; 2012 - The Olympics; 2013 - Rugby League World Cup; 2014 - Commonwealth Games; 2015 - Rugby Union World Cup

And if that wasn’t enough, we’re also bidding for the second biggest sporting event on the planet - the FIFA Football World Cup in 2018.

As a sporting destination, Britain ticks a lot of the right boxes - stadiums, infrastructure, a history of hosting huge events from Wimbledon to The Open, timezone (critical for the TV money) and a vibrant sponsorship sector. The economic and profile boost these events can give a country, if done right, is well documented so at a time when congratulatory headlines are scarce, Team Government has earned a place at the top of the podium.

By Dominic Curran on August 4th, 2009

Tags: Default, Glasgow 2014, London 2012, Olympics, Public relations, Rugby, Rugby League Marketing, Sponsorship, Sport

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Following on from the St Patrick’s Day tour of Dublin, Alex handed the 6 Nations Trophy over to me for the final leg of the 2009 RBS 6 Nations relay. Crossing the Severn Bridge at lunchtime on Thursday, we had just two days until the final game of the Championship to capitalise on the rugby fever sweeping the country.

Day One was spent escorting the Trophy on a sightseeing tour of Cardiff to secure photos of the famous silverware in as many Welsh locations as possible. We visited Cardiff Castle, Millennium Stadium, the River Taff and even found a dragon.

Pick of the day – the pupils of Ysgol Gymraeg Treganna (Primary School) who came to school dressed in their native costumes, terrified me by speaking very fast in Welsh at me but, most importantly, posed beautifully for the photos.

The second day focussed on providing the Trophy to the many broadcast crews that had descended on Cardiff ahead of the weekend. Our magical mystery tour started with the BBC Radio Wales Breakfast Show and took us to Sky News, ITV Wales, Setanta Sports News, Ulster TV, S4C and the BBC News Channel.

Pick of the day – filming live for the early evening BBC Wales news from a pub in the shadow of the Millennium Stadium. The Head of News called to say how nicely the piece captured the enthusiasm of the crowd. From where I was standing the word ‘enthusiasm’ didn’t come close. Something along the lines of riotous and uncontrollable would have been a more accurate way to describe them.

And then it was onto the big day itself – three consecutive games, starting in Rome at 1.15pm, onto London for 3.30pm followed by the title decider in Cardiff at 5.30pm. The city was buzzing from early on, with touts selling tickets for £250 a go, hotels full of people who had come to experience the atmosphere even though they didn’t have a ticket and some fancy dress outfits that you couldn’t, and wouldn’t want to, imagine in your wildest dreams.

Our day was spent mainly inside the stadium checking branding, rehearsing the presentation ceremony, liaising with the media and representatives from the Irish and Welsh Rugby Unions. Seeing the teams arrive and hearing the anthems belted out, you couldn’t help but feel a real sense of occasion. I’m sure that every team that has had the RBS 6 Nations title within their grasp has been determined to win it, but the resolve within Millennium Stadium last Saturday seemed more prevalent than ever.

The Welsh were desperate to retain their title and the Irish, having not won the title since 1985 and with the only Grand Slam to their nation’s name won sixty-one years ago back in 1948, this was their chance to rewrite the record books. Add to that the individual incentive of places on this summer’s Lions Tour up for grabs and you get the impression. The pressure was on.

A great, close game ensued with the title hanging in the balance at various points. The drama continued to the very end with a successful drop goal from Ireland and a missed penalty from Wales the ultimate deciders. As the whistle blew, the fairytale became reality and, quite rightly, Brian O’Driscoll’s men started to celebrate, and probably haven’t stopped since.

For us, the time for celebration hadn’t quite arrived and we had to snap ourselves back into action and get the presentation ceremony underway. Seeing the Irish players cheer as they collected the trophy from Prince William and President McAleese was infectious, and I couldn’t wipe the grin off my face. After they had done a lap of honour, bathed themselves in champagne and bear hugged every member of the team and management, the players headed off the pitch to start their own celebrations whilst the fans kept the bars of Cardiff in business all night.

The Trophy is now safely (or perhaps not so safely) with the Irish and we have turned our attention to the next tasks in hand. However, it’s not many times you get given an access all areas pass to watch sporting history being made and it’s something I feel honoured to have witnessed first hand.

Pick of the Day – Standing next to Ireland’s Lock Donncha O’Callaghan as he climbed into the crowd, holding the Triple Crown Trophy, to receive the adulation of the fans. Seeing the joy on his face really brought home the magnitude of the team’s achievement and the pride the rugby community, not just in Ireland, feels for what they have accomplished.

By Kelly Russell on March 27th, 2009

Tags: Rugby, Sponsorship, Synergy

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Brian O’Driscoll has at last led his country to 6 Nations victory and I’m sure the party may continue for some time but I was honoured to meet Ireland’s other Grand Slam winning captain, before O’Driscoll could lay claim to that title.

In the week before Ireland won the Grand Slam in this year’s RBS 6 Nations Championship, the 6 Nations Trophy made a special visit to Dublin to capitalise on Irish interest in all things rugby as they looked nervously towards their first Grand Slam since 1948.  Arriving early on St Patrick’s Day, the Trophy started its whistle-stop tour which involved extensive coverage across the major Irish broadcasters RTE, TV3, BBC Northern Ireland and Ulster TV. 

The Trophy was also an impromptu participant in the famous St Patrick’s Day Parade with fans of all ages getting their photograph with the sought-after silverware.  In addition shots of the Trophy outside famous Dublin landmarks were secured, ranging from the Molly Malone statue to Landsdowne Road - which received strong media pick-up in both Irish and UK media.

However, after the parade was over, the sea of green and the hangovers had parted, there is one memory that will stay with me for a long time.  I was honoured to accompany the Trophy to the home of 84-year old Karl Mullen, the captain of Ireland’s last Grand Slam team in 1948.  Karl and his family were extremely welcoming and there was something special about the whole occasion.  Doing the job that we do, we are lucky to meet and work with some famous names from the world of sport and entertainment but meeting Karl was a real honour and a strangely humbling experience.  It was a pleasure to see firsthand that a passion for sport never leaves you, and that sport is a language all of its own which has the immense power to unite people from all walks of life.  There is something about Karl, his nature and his hospitality that leaves you with nothing but admiration for this absolute Irish legend.  

By Alex Coulson on March 25th, 2009

Tags: Default, Media, Public relations, Rugby, Television

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Imagine the prospect of a rugby training session with a coach who is feared by players for his army style drills and envied by other coaches for the results he yields from his team. Guinness Club Together, a grassroots rugby initiative, gave one lucky club the chance to be put through their paces in a unique training session, tailored specifically for the club, by the Wales Defence Coach Shaun Edwards.

Shaun gave up his only day off this year, in his busy schedule training the Welsh National Squad and the Wasps Guinness Premiership team, to head to Nottingham Casuals RFC, currently 5^th in Midlands 4 (East – North), for a once in a lifetime training session.

Oli Mott, winner of the Guinness Club Together competition, claimed he’d never seen so many players turn up for mid-week training and with such excitement and enthusiasm – they were even all on time! Shaun lived up to his trade-mark terrifying approach and took no pity on the Nottingham Casuals Team, undertaking a series of training drills and practices, which would have put a professional player through their paces. Shaun showed his true passion for the development of rugby by spending time with the club coaches as well as with the players. Judging by all the exhausted faces at the end I think it’s safe to say they had never experienced anything like it.

Despite Shaun’s gruelling schedule, he found time to share a pint of ‘the black stuff’ with the team after the training session, along with sharing some amusing anecdotes of life off the pitch in the professional game. The hard work and sweat truly paid off as the Nottingham Casuals won their next match 81-0! Shaun Edwards obviously left a lasting impression and turned out to be not so intimidating as originally thought.

To round up the 2008-9 rugby season Guinness Club Together is offering one member club the chance to play on the hallowed turf at Twickenham on the day of the Guinness Premiership Final. To enter visit www.guinness-clubtogether.com.

By Georgina Taylor on March 25th, 2009

Tags: Alcohol, Event management service, Guinness, Guinness Premiership, Rugby, community, grass roots sport

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The team behind Powerade’s InnerGear campaign is celebrating today after picking up the ’Best Communication Campaign featuring Sponsorship’ at the highly regarded MCCA Best Awards last night.

Entered by Synergy, Coca-Cola GB’s sponsorship consultancy, the campaign’s striking photography, of Team GB athletes doing their individual sports naked, caught the judges eyes.  The win is the second in a row for Synergy campaigns.  In 2008, Guinness, with its title sponsorship of the English Rugby Premiership, was the victor.

Fingers are now crossed for both the Hollis and Sport Industry Awards 2009 for which the Powerade InnerGear campaign has also been short-listed.

By Sara Wilson on March 6th, 2009

Tags: Beijing 2008, Default, Guinness Premiership, London 2012 sponsorship consultants, Olympic sponsorship consultants, Olympics, Rugby, Sponsorship consultancy, Synergy, Team GB

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SA Brain beer brand has once again struck inspired marketing gold in their efforts to evade France’s alcohol ban in sponsorship and advertising.

Since the marketing genius of SA dreamt up the replacement of ‘Brawn’ for ‘Brains’ when the Welsh side played in Paris in 2005, the brand has become known for its clever avoidance of the stringent French marketing rules.

In this year’s RBS 6 Nations, Wales once again travel to Stade de France for the first Friday night game that the Tournament has ever had, on 27th February. And when they take to the field, this is what the boys in red will be sporting across their chests:

This has the double effect of ‘essai’ translating as ‘try’ in French, and spoken aloud it is an invitation to ‘try’ Welsh beer brand ‘SA’.

Nice.

By Lucie Bartlett on February 17th, 2009

Tags: Ambush campaign, Brand marketing, Rugby, Sponsorship

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Powerade, the Sports Drink of the Rugby Football Union (RFU) and Welsh Rugby Union (WRU), launches a new advertising campaign today featuring three rugby superstars as you’ve never seen them before.

Building on the success of the Olympic InnerGear campaign, Synergy and Powerade commissioned rugby superstars Steve Borthwick (Captain of the England rugby team), Paul Sackey (England winger) and Shane Williams (Welsh winger and 2008 IRB World Player of the Year) to be photographed performing their sport stripped of all their performance clothing, captured without their outer gear.   

The essence of the Powerade InnerGear concept illustrates that what players put inside their bodies and how they prepare – their InnerGear – is just as important as their outer gear (Sports Kit). 

The campaign will run throughout the RBS 6 Nations, with the anticipation that it will be as, if not more, successful than the Olympic InnerGear campaign which is shortlisted for the MCCA Best Awards - winners will be announced on 5 March.

By Sara Wilson on January 26th, 2009

Tags: Default, Olympics, Rugby, Sponsorship consultancy, Synergy

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Over the next few weeks, any brand that has a remote connection to the world of rugby (officially or not) will undoubtedly be attempting to bask in the limelight of the RBS 6 Nations Championship, kicking off at Twickenham on 7th February.

One such brand, who has every right to be there, is Nike.

For the last month or so I have greatly enjoyed my twice-daily sojourn past the Oxford Circus Niketown store, gazing with slightly too much interest at that particular Regent Street window display: a 13ft high, wall-to-wall image of five top England players, all exhibiting the latest Nike offering in men’s tight-fit rugbywear.

Imagine my surprise (and, let’s face it, immense disappointment) when I noticed today, three weeks out from the start of the Championship, our England rugby boys had been removed from the Niketown display and replaced with something completely unrelated to the sport.

Not entirely sure what the thinking was behind the timing of the Niketown visual merchandising switch-over, but surely, at a time when sports fans will be so focused on the rugby world, it would make sense for an official rugby sponsor to capitalize on that partnership at every outlet?

Nike’s brilliant advertising creative around the 2007 Rugby World Cup (as displayed in the Oxford Street store in the above image) was delivered through ATL and retail platforms concurrently - so why not replicate the strategy during the build-up to the top rugby tournament in Northern Hemisphere?

You don’t get much more consumer-facing than a London flagship store, so for consistent messaging, it would make sense for brand sponsorship and retail to be on the same page - or rather, window display.

By Lucie Bartlett on January 19th, 2009

Tags: Brand marketing, Rugby, Sponsorship

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