Switching from one to five sponsors cannot be judged until the Champions Cup is in its third year
‘There has been some ill‑informed criticism of the failure to sign all five main [European Rugby Champions Cup] sponsors. Tim Crow of sponsorship experts Synergy is one, if not the leading authority on sponsorship in the UK and explained recently that for rights of the order sought by EPCR a lead‑up time of at least 18 months was needed. Thus, the wisdom of the decision to switch from one headline sponsor to five elite sponsors cannot be judged until the Champions Cup is in its third year. If forced to choose between the opinion of Crow and critical rugby columnists, I choose Crow.’

Writer, broadcaster and England and Lions legend Brian Moore cites Tim Crow’s recent Rugby World piece on the European Rugby Champions Cup in his Daily Telegraph column.

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