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13 Aug 2015

Will Rugby World Cup sponsorship reap the benefits for brands?

As the dust settles on the Fifa scandals, meaning sponsors can keep a low profile for now, the attention now turns to the Rugby World Cup which is being held in the UK. Yes that’s correct, here at home, not that many have noticed.

It’s interesting to hear that Heineken is to push 50% of its marketing budget into Rugby World Cup sponsorship in an effort to ‘maintain its recent sales momentum and continue its association with ‘world class events’.

With the tournament starting on 18 September to 31 October, will supporters – whether die hard or casual – be captivated for a full six weeks? More importantly, will sponsors reap the benefits before viewer apathy possibly settles in?

For the full article, please click here

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