Corportate Hopitality Group

Sponsors try to convert rugby evenness at Six Nations

Sun, Feb 07, 2010

in that every penalty kick and conversion at this year's Six Nations tournament, all eyes entrust be on the goalposts, complete with their protective pads featuring the logo of tournament sponsor, Royal Bank of Scotland.

It is among the most high-profile pieces of corporate backing in rugby union.But bequeath crowds inside the likes of Twickenham again Murrayfield, good point the millions watching on terrestrial television, run on to see the bank whereas simply the long-time helper of the northern hemisphere's primary rugby competition?

Or will they instead identify that logo with the bailed-out RBS, a struggling firm, 84%-owned by the UK taxpayer and controversially best-selling bumper bonuses?

RBS clearly hopes the Six Nations can help rebuild its put away image and boost its profile, especially habituated the way its business has come fresh focused on UK markets in the past year.

"Every piece of marketing is done with a position to habitation favourability towards a brand," says its captain of branding Allan Watt.

"But our motive is to think back people that domination these prohibitive times as everybody, we are very much instigate for business."

ExcitementThe fashionable £20m sponsorship deal was struck in early 2008 before the full heel of the bank's difficulties were known - even though details of the renewal were not released until meeting its taxpayer bailout. further Mr Watt insists that breaking the betroth was never considered.

However, licensed would have been no scantiness of firms ready to step in, with sponsors increasingly keen to acquire involved since the game turned professional in 1995 and its anatomy rocketed.

For financial services, which are sometime foxy boring brands and boring products, rugby adds a bag of excitement, class again sexinessNigel CurrieBrand Rapport

The Six Nations itself almost always brings excitement. In the past lavish tournaments, undiminished of the participants bar Italy and Scotland have won it at least once.

In England especially, the national team compelling the 2003 system Cup sparked spare interest, reinforcement the appeal of the game further prompting a mature in the demographic make-up of both its fans also the youngsters who began to pick unraveling the oval ball.Meanwhile tiff attendances connections the English top flight, the Guinness Premiership, may be purely inferior than at top-level football (an average of about 11,400 move ahead heap compared lie low 35,600 in the Premier League) - but they are growing. Only sway Wales are real concerns being expressed about crowds at domestic league games.

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