The Biggest Media Eco-
System in Rugby

Objective

As Official Insights Partner of the Guinness Six Nations, Sage sought to cement itself as a prominent voice of the tournament.

Sage aimed to enhance fan experiences by providing in-depth match analysis and data-driven insights.

Maximisingaudience reach and visibility to solidify both brand awareness and understanding as a market leading data insights business

Campaign

RugbyPass leveraged its extensive platforms and audience reach to reinforce and deliver on each of these objectives:

Scale - capitalising on Six Nations traffic by building a Six Nations hub servicing fans needs. The Sage brand was integrated sitewide through display and native ads

Conversation - bespoke graphics, videos, and articles, that were powered by Sage, to drive the rugby conversation on social and digital platforms

Insights – launching a weekly bespoke show, Beyond 80 that leveraged data and insight-led analysis to rugby’s core fans. Amplified across RugbyPass TV, YouTube and social

Relevance - short-form Sage branded reaction videos across IG and FB after every Six Nations weekend

The results were very impressive and surpassed all client expectations

Objective

To maximise fan engagement around the Rugby World Cup 2023 by building a market-leading fantasy game with further KPI’s to:

• Reach a younger and more diverse demographic vs World Rugby’s traditional digital footprint
• Deepen consumption of Rugby World Cup 2023 & build the profile of star rugby players
• Showcase rugby’s latent potential as a gamified product
• Create viral moments across the social and digital landscape

Campaign

We successfully proved fan appetite for a fantasy rugby game. Fantasy was baked into our content strategy throughout the 2023 tournament with shows and social posts to keep the tournament top of mind even when games weren’t on TV.

2.1 million transfers were made

Average dwell times on the app were 2.5 minutes per session

79% of registered users were new to the World Rugby eco-system

There were 7,500 posts about the Fantasy game on a Wednesday showing a huge amount of earned media on non matchdays

72,000 leagues were created with 401k players joining a league – building new rugby communities

Sponsor opportunities in 2025/27

Objective

• Position Royal London as the founding partner of the first Women’s Lions tour
• Capitalise on the attention and excitement of the historic announcement
• Share the Women’s Lions news with thousands of rugby fans

Campaign

To cement Royal London as a leader in the journey towards gender equality in rugby and to help inspire future generations of female rugby stars. A multi-faceted approach was adopted across a range of RugbyPass platforms to maximise reach, awareness and Royal London association over a very short activation window:

Royal London sponsored graphics featured on RugbyPass social channels, linking to the announcement article on the RugbyPass website

Two further graphics and videos generated a huge amount of positive fan reactions

Royal London ambassador, Shaunna Brown, featured on an Instagram takeover alongside an edited video on the ‘Team Powered’ women’s rugby TikTok channel

Multiple branded Women’s Lions reaction articles on RugbyPass

A two-day takeover of all ad & video positions on the RugbyPass site

This strategy delivered on the objectives and recorded impressive results over 2 days

Objective

• Raise brand awareness of Asahi Super Dry during the 2023 RWC
• Drive consideration of Asahi Super Dry
• Elevate the brand experience for rugby fans
• Increase brand affinity towards Asahi Super Dry

Campaign

Asahi sponsored the new RWC 23 podcast hosted by Gethin Jones alongside special rugby legends each week discussing all the major World Cup talking points.

Alongside the tournament sponsorship the Podcast aligned Asahi with rich World Cup content increasing visibility and offering fans an immersive and interactive rugby experience with the show. Asahi beers were consumed during the show, adding presenter / player endorsement whichincreased brand affinity and consideration amongst the audience.

Aside from the huge audience numbers we drove from the content, the 2023 RWC sponsorship managed to shift the needle across all the key Asahi brand metrics.

• +49% likely to recommend Asahi to friends and family.
• +39% increase in brand consideration as a result of the partnership.
• +51% increase in brand affinity.
• +Asahi sold 4m beers in RWC venues and fan parks.