Brands invest in rugby and sponsorship to get a return on their investment and that is most commonly associated with the elite level but there is also much to be gained, apart from the obvious philanthropic factor, from investing in grassroots sport. And a new body of research from the sports research and consultancy firm SMG Insight shows that a number of the major brands involved in rugby are feeling the benefit of investing in the grassroots game by gaining much wider recognition. Businesses like Aviva and the Royal Bank of Scotland don’t just sponsor the Premiership and Six Nations, they invest in projects lower down the rugby pyramid as well and both feature in the top 10 brands associated with grassroots sport in the UK. And Frank Saez, managing director of SMG Insight, says it is a growing trend for firms to invest more in grassroots sport and rugby is one of the two sports where the trend is taking place most prominently. “The two sports that stick out the most in my mind in terms of grassroots investment head and shoulders above other sports are rugby and football. Those two sports do seem to catch a lot of the extension leveraging,” he told Running Rugby.
Posted on: Thu, 03 Oct 2013 17:18:02 +0000
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