Rugby is "a sport without superstars," so, London Strategy Unit Founder Matt Boffey asks in a piece for CAMPAIGN LIVE, "how can the upcoming tournament offer something to brands over the next month?" Int'l rugby "still has something to offer brands." The fame factor might be lacking (and brands "looking to drive their visibility should probably stay away"), but the Rugby World Cup should be a "fantastic month for delivering up close and personal engagement and brand experiences." Heineken, a brand used to leveraging global sponsorship deals for brand fame, is "striking a different tone around the upcoming tournament." Heineken Brand Dir David Lette said, "Rugby is a great sport to enjoy with a quality beer and we can also drive our 'enjoy responsibly’ message strongly around rugby." The London Telegraph's Stuart Maconie recently pointed out that "rugby divides along social strata." He said "League is northern and working class, union is middle class and largely southern. (Don't bring Wales into it. It confuses matters)." But despite this apparent "poshness," the Rugby World Cup does not "alienate potential fans with pampered playboys" and instead espouses values like "Integrity, Passion and Solidarity." Rather than "getting drowned out in an intense battle for share of voice," brands can speak directly to much more targeted -- "if admittedly niche" -- fan bases. In place of superstars, the RWC puts its "core values on a pedestal." As Land Rover U.K. Marketing Dir Laura Schwab says, it is qualities like "composure and capability" that attract brands -- and fans -- to rugby (CAMPAIGN LIVE, 9/15).
