World Rugby has signed a deal with Duracell that will see the battery brand become an offical tournament provider for this year's Rugby World Cup.
The deal is the first to be announced at tournament provider level, the fourth tier of sponsorship for the Rugby World Cup, which will take place in England from 18th September to 31st October this year.
Duracell will provide a rights fee, as well as a supply of batteries – presumably ranging in size – to support the tournament's delivery.
In return, the P&G-owned brand will be granted the use of Rugby World Cup 2015 marks, use of archive Rugby World Cup footage, as well as tickets to games across the tournament.
The deal was negotiated by Sports at SMG, Starcom MediaVest Group's in-house sports division.
As well as Starcom Mediavest Group, Duracell will work with agency partners Grey London, and H+K Strategies to deliver what's being billed as an 'holistic marketing plan'.
According to a release announcing the deal, this holistic approach will include media buys on YouTube and Facebook to support digital video content, as well as paid-for social media activation through Duracell's Facebook page.
“We are hugely excited to be announcing this partnership with Rugby World Cup 2015. It will be the first time that Duracell has sponsored a global sports event of this stature and gives us a fantastic opportunity to reach our consumers in the UK and Ireland as well as other key markets such as Italy, South Africa, Australia and New Zealand,” said Vicky Miller, Duracell's business leader for UK & Ireland.
“It is also the first in a series of exciting announcements for Duracell where we will be using high profile partnerships to bring to life the brand’s key attributes of power and endurance in different and engaging ways. Our retail partners share our excitement and we have created very strong trade plans together to drive growth in the batteries category.”
World Rugby has signed a deal with Duracell that will see the battery brand become an offical tournament provider for this year's Rugby World Cup.
The deal is the first to be announced at tournament provider level, the fourth tier of sponsorship for the Rugby World Cup, which will take place in England from 18th September to 31st October this year.
Duracell will provide a rights fee, as well as a supply of batteries – presumably ranging in size – to support the tournament's delivery.
In return, the P&G-owned brand will be granted the use of Rugby World Cup 2015 marks, use of archive Rugby World Cup footage, as well as tickets to games across the tournament.
The deal was negotiated by Sports at SMG, Starcom MediaVest Group's in-house sports division.
As well as Starcom Mediavest Group, Duracell will work with agency partners Grey London, and H+K Strategies to deliver what's being billed as an 'holistic marketing plan'.
According to a release announcing the deal, this holistic approach will include media buys on YouTube and Facebook to support digital video content, as well as paid-for social media activation through Duracell's Facebook page.
“We are hugely excited to be announcing this partnership with Rugby World Cup 2015. It will be the first time that Duracell has sponsored a global sports event of this stature and gives us a fantastic opportunity to reach our consumers in the UK and Ireland as well as other key markets such as Italy, South Africa, Australia and New Zealand,” said Vicky Miller, Duracell's business leader for UK & Ireland.
“It is also the first in a series of exciting announcements for Duracell where we will be using high profile partnerships to bring to life the brand’s key attributes of power and endurance in different and engaging ways. Our retail partners share our excitement and we have created very strong trade plans together to drive growth in the batteries category.”
