The Rugby World Cup group stages are now over, "and what a window shop they have been for the sport," according to RPM CEO & Founding Partner Hugh Robertson for MARKETING MAGAZINE. For the first time, the competitive gap between the traditional rugby playing nations and those deemed "second tier nations" has lessened, opening up the game. Rugby’s footprint, popularity and audience "is growing." During the halftime of the England vs. Australia game, "I watched the launch of the new Virgin Media Vivid ad; previously led by sprinting legend Usain Bolt." The advert utilizes England footballer Steph Houghton and other female heroines, "depicting a pivotal moment in a young girl's life." What Virgin has done "is identify a transformative story around heroines, that anyone regardless of gender can relate to in the same way that Guinness has with its Made of More content." All sponsors "should be looking for opportunities that showcase themselves within an environment which is not crowded and which fits with their values of diversity and audience." If the objective of the World Cup organizers is to leave a lasting legacy of growing participation at all levels and across a diverse player spectrum "there are seemingly still some untapped opportunities for sponsors." Would you "have assumed that women are almost as keen on rugby as men, with 47% of UK Rugby Union visitors being female?" Or known that women "make 75% of the spending decisions in a household and are the bread winner in one of five households, meaning that big-ticket items such as cars are increasingly decided by women." It is a "no-brainer" that brands "should appeal to them, no matter what" (MARKETING MAGAZINE, 10/16).
