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SBD Global/April 17, 2014/Marketing and Sponsorship

MasterCard Renews Rugby World Cup 2015 Partnership; Event Expected To Net $336M

MasterCard will sponsor the 2015 Rugby World Cup to be held in London.
MasterCard has renewed its sponsorship for the Rugby World Cup 2015 in London. The deal continues a partnership between MasterCard and Rugby World Cup Ltd. which began ahead of Rugby World Cup 2011 in New Zealand. New Zealand rugby player Dan Carter helped MasterCard make the announcement in central London on Wednesday (MasterCard). BLOOMBERG's Danielle Rossingh wrote organizers said that next year’s Rugby World Cup "will be the biggest-earning event in the history of the International Rugby Board." MasterCard joins Emirates airline, logistics company DHL, carmaker Land Rover, French bank Societe Generale SA (GLE) and brewer Heineken NV "as worldwide partners of the event in England that starts in September 2015." IRB CEO Brett Gosper said the tournament is likely to make a profit “in excess of 200 million pounds” ($336M), on revenue of between $800M-$900M. He added that the IRB "is confident of selling out a record 2.3 million tickets, including all its corporate hospitality packages." Broadcasting rights have been sold to 207 markets, "and will reach a cumulative audience of 4.2 billion worldwide." Organizers said that some 400,000 rugby fans "are expected to travel to the U.K. next year" (BLOOMBERG, 4/16). MARKETING MAGAZINE's Ben Bold wrote the agreement allows MasterCard "to link its Priceless brand campaign into the tournament, with plans afoot to tie together its other cultural activities, including in music." The brand "will run activities such as Priceless experiences in the build-up to and during the event" (MARKETING MAGAZINE, 4/16).
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