British Lions sponsorship kicks off 2009 tour.
|Article Type:||Brief article|
(Forecasts and trends)
Rugby football clubs (Contracts)
|Publication:||Name: Sport Marketing Quarterly Publisher: Fitness Information Technology Inc. Audience: Academic Format: Magazine/Journal Subject: Sports and fitness Copyright: COPYRIGHT 2009 Fitness Information Technology Inc. ISSN: 1061-6934|
|Issue:||Date: June, 2009 Source Volume: 18 Source Issue: 2|
|Topic:||Event Code: 010 Forecasts, trends, outlooks; 490 Contracts & orders let; 610 Contracts & orders received Computer Subject: Market trend/market analysis; Contract agreement|
|Product:||Product Code: 9914357 Sales Promotion-Sports|
|Geographic:||Geographic Scope: United Kingdom Geographic Code: 4EUUK United Kingdom|
With HSBC already confirmed as the title sponsor of the 2009 tour
in a 4 million [pounds sterling] agreement, the spring saw the British
and Irish Lions secure the last of their category sponsors for the
summer series in South Africa. With over 50,000 supporters expected to
travel to South Africa to support the team--an expected 20,000 more than
the 2005 tour of New Zealand--the Lions tour stands as one of the
biggest marketing opportunities in rugby to date. The combination of
sponsorship and sport tourism packages funding the tour has underlined
the latent marketing value of rugby.
On the previous Lions tour to New Zealand, the value to the host country was immense, adding NZ$135.2 million to the country's GDP. This also supported, for one year, 1,715 full time employees that would not have existed if the tour had not taken place. With South Africa also hosting the 2010 FIFA World Cup, the economic benefits from sport are going to play a big part in subsidizing South Africa's recessionary woes.
Moreover, if pulling on a Lions shirt was not incentive enough, the 2009 squad is also in line for a cash windfall if it repeats its 1997 series victory against the Springboks. As well as being paid 38,000 [pounds sterling] per player for taking part on the tour, they are also in line for a 23,000 [pounds sterling] per player bonus for winning the series. Not to be outdone, the test series sponsors, South African Breweries, have increased their original sponsorship deal with the South African Rugby Board from R22 million (almost 2 million [pounds sterling]) adding an extra R3 million in bonuses to the South African players if they win the series.
Nicholas Burton & Ian Webster
Centre for the International Business of Sport
Coventry University Business School
|Gale Copyright:||Copyright 2009 Gale, Cengage Learning. All rights reserved.|