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Strategy Briefing
Rugby Union: A Commercial Analysis of the Six Nations Championship
19 pages, May 2018
US$1,325Added to Cart
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About This Report
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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
The Six Nations has become the pre-eminent Rugby Union tournament of the Northern Hemisphere both on the pitch, and commercially. Strong attendances and impressive ticket sales coupled with a range of partners and sponsors are all reasons for stakeholders to be hopeful, yet future success will hinge on how growth opportunities and challenges are addressed, from expansion teams and new partnership evaluations, to ensuring that rugby union is exciting for both today’s and tomorrow’s fans.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Challenges and opportunities for the Six Nations Championship
Commercial Challenge
Though rugby union is growing worldwide, the Six Nations’ organisers resolution to find a global brand ready to pay the desired GBP17M (USD22M) was a risky bet that did not pay off and the 2018 edition kicked off with a one-year only deal worth GBP11M (USD14M).
Expansion Challenge
For many years the idea of expanding the Six Nations has been rebuffed. Expanding beyond Europe is unlikely in the short-term, and the most likely candidatures (Romania and Georgia) are hold back by the need to ensure the appeal of new venues for long-term fans.
Success Challenge
Despite being considered as the most competitive rugby union competition in the world,the gap between Italy and other participating nations is undeniable. Such a gap poses a threat to the overall success of each Six Nations edition, and advocates for a return to the Five Nations are increasing.
Commercial Opportunity
One viable answer to resolve the commercial impasse and bring in a higher total revenue from commercial partners could be to move from a single-main sponsor strategy towards a multi-local and geographic focused partner strategy in each of the six participating countries.
Expansion Opportunity
Given the desire to attract a sponsor with true global reach,the idea of expanding the competition should no longer sound far-fetched. To maintain the quality and competitiveness, industry experts suggest a promotion/relegation system may be the best way forward.
Success Opportunity
The Six Nations also offers a Women’s and an Under 20’s,held in parallel with the men’s Six Nations Championship. Both competitions have lower but still significant average attendances and ticket spend, and contribute to the buzz of the event, adding a degree of sustainability to the championship.
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Request more informationTable of Contents
Scope of the report
Six Nations Championship: competition, rewards and history
High ticket demand allows for high ticket prices
Full stadiums ensure Six Nations’ success throughout the years
Six Nations social media snapshot
Six Nations’ key trends: ticket spend , attendance and social media
England: country capsule
Ireland: country capsule
Scotland: country capsule
Wales: country capsule
France: country capsule
Italy: country capsule
Commercial partner case study: Swatch Group Ltd
Commercial partner case study: Diageo Plc
Competitive landscape case study: Diageo Plc versus Heineken
Identifying new commercial partners amidst economic uncertainty
What is next? Future trends in the Six Nations to monitor
Challenges and opportunities for the Six Nations Championship
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.