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Marketing and Sponsorship

Adidas, Lucozade, Guinness Trump Official Sponsors In Rugby World Cup Race

For the first week of the Rugby World Cup, brands "are also pulling a few punches with some interesting results," according to Arc Sponsorship's Emily Williams writing for MARKETING MAGAZINE. Sponsors and non-sponsors "have deluged us with brand campaigns featuring ambassadors, partnerships, social media, and experiential to grab our attention." The three brands topping the Brandtasy League are Lucozade and adidas (joint first) and Guinness, "perhaps predictably." None of these brands are official sponsors of the World Cup "but all have associations with the sport and have heavily activated around the Rugby World Cup." In addition to having high awareness figures "they also score highly for purchase intent, brand affinity and social engagement." However, the surprise success of the weekend is sport and active wear brand Canterbury NZ, which has "done a Japan" and jumped into fourth place. While its awareness figures "remain lower than some of the big name sponsors, its brand affinity score increased by 10 points over the first weekend to 55%." Meanwhile, Worldwide Partners of the World Cup, Emirates and DHL, "have fallen towards the bottom of the league." Emirates "dropped eight places down the table, mainly due to lower levels of perceived fit." It "fell 11 points." Beats by Dre "staged ambush activity using three players that will feature in the World Cup -- Chris Robshaw, Richie McCaw and Wesley Fofana." Like Beats, SpecSavers "is not included in the League but sought to capitalise on the tournament with rugby-themed ads on ITV during the broadcast of the weekend’s games" (MARKETING MAGAZINE, 9/22).

FLASHMOB
: MARKETING MAGAZINE'S Daniel Farey-Jones wrote Admiral, the insurance company and shirt sponsor of the Welsh rugby team, "released an online video of its choir singing the Welsh national anthem in England territory." The "flashmob"-style rendition "was filmed in London's Victoria station and is fronted by former Wales player Scott Quinnell" (MARKETING MAGAZINE, 9/22).

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