Cricket and Rugby in marketing link

The commercial directors of the England and Wales Cricket Board

(ECB) and the Rugby Football Union (RFU) are in talks about a series of

joint marketing initiatives, including the launch of a co-branded travel

club.



Terry Blake, commercial chief of the ECB, and Paul Vaughan of the RFU

have held meetings to explore opportunities presented by the similar

audience profiles of the two sports.



The talks have focused on developing a travel club for cricket and rugby

union fans, but it is understood they may also consider advertising at

each other's events - or even joint merchandising activity.



Such an alliance would represent the first of its kind in top-level UK

sport and could be extended to include other governing bodies.



No timetable has been set for the completion of the talks or the launch

of any of the joint marketing initiatives.



"It makes sense for us to talk to another sport that has a similar

audience," said Vaughan. "Rugby union is popular in the winter and

cricket is a summer sport, so it avoids any risk of us cannibalising

each other's audiences."



Blake, who negotiated the deal that sees the England team's home test

matches sponsored by Npower, added that he would look at "a range of

options for exploiting people's interest in sport".



Blake is seeking partners for the ECB's overseas and online broadcast

rights, and is undertaking research about potential cricket formats that

would appeal to sponsors and broadcasters.



The RFU hopes to announce a sponsor for its domestic cup competitions

within the next few weeks. Vaughan joined the RFU earlier this year from

Octagon, where he was a senior vice-president.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands