THE 2019 RUGBY WORLD CUP - Sportcal
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THE 2019 RUGBY WORLD CUP
Contents
• PAGE 3: OVERVIEW
• PAGE 4: EXECUTIVE SUMMARY
• PAGE 5: WORLD RUGBY
• PAGE 12: SPONSORSHIP ANALYSIS
• PAGE 17: KIT DEALS
• PAGE 24: FRONT-OF-SHIRT SPONSORSHIP
• PAGE 28: MEDIA LANDSCAPE
• PAGE 37: VENUES
• PAGE 50: THE TEAMS
• PAGE 100: THE RANKINGS
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Overview
The Rugby World Cup is the biggest and most prestigious
tournament across all formats in the sport of rugby. The
sport is continuing to run a strategy that best maximises its
chances of growing the sport on an international level,
with its global status limited to a number of set countries
and regions. This year’s edition will see the competition
enter unchartered territory, as Japan becomes the first
Asian nation to play host, in a move away from traditional
rugby nations hosting the event.
World Rugby, the international federation behind the
tournament, have previously been reliant on the income
generated from the sports biggest competition, with
revenue from broadcasting and sponsorship rights both
dramatically increasing compared to non-World Cup years.
Unlike bigger sports such as soccer and basketball, rugby is
a sport in which fans and players prioritise success at
international level as opposed to club or domestic level.
With this in mind, the World Cup is the pinnacle of the
sport for both fans and players alike.
*All Data within this report has been collated from the Sportcal Intelligence Centres and is correct as of 1/09/2019 unless otherwise specified.
All images utilised within this report are provided by permission of Getty Images and may not be repurposed without express authorisation.
THE 2019 RUGBY WORLD CUP sportcal.com | +44 (0) 20 8944 8786 | client.services@sportcal.com 3
Rugby World Cup 2019
The first edition of the Rugby World Cup was co-hosted by Australia and New Zealand in 1987. Since then the sports premier competition has seen four
different winners of which New Zealand are the most successful nation with three individual wins. The competition initially began with 16 teams but was
later expanded in 1999 to 20 teams and five groups of four. This was later altered in 2003 to the current system of four groups of five teams.
The competition has a three tier sponsorship structure that sees brands placed into categories of ‘Worldwide partner’, ‘official sponsor’ and ‘tournament
Founded: suppliers’. In a major change to the sponsorship roster, Japanese brand Suntory replaces Coca-Cola as the official soft drinks supplier, ending the US
1987 brands association with the competition which began in 1995. Much anticipation has been built around this years tournament, the first held in Asia and
hosted by a country not regarded as one of the top ranked rugby nations, as the sport looks to expand its global reach. Presenting a further challenge,
Confederation: the tournament is hosted by a nation which does not boast a passionate rugby following, with event tickets expected to fall on 2015’s showing. This said,
World Rugby brands have seemingly jumped at the chance to get involved in its sponsorship, with a full collection of worldwide partners attained as well as a further
14 smaller partners. Many of these brands have been involved in the development of the sport in Japan and across the world, with Mitsubishi Estates
Number of teams:
launching the ‘Marunouchi 15 – Chome project’, putting on exhibitions throughout Japan to drive interest in the competition.
20
Current Champions: Plans for the competition includes each team receiving a unique welcoming ceremony, where all squad players will receive a RWC’19 cap, with all team
New Zealand members (including staff) receiving a participation medal.
Worldwide Partners:
Most Titles:
New Zealand (3)
Average Capacity:
37,288 www.rugbyworldcup.com/news/444508
Number of Sponsors: Official Sponsors:
22
Sponsorship Revenue (estimated):
$32,750,000 Tournament Suppliers:
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Front of Shirt Sponsorship – Location Breakdown
Number of Deals
4
2 2
1 1 1 1 1 1 1 1 1 1 1
United Japan USA Australia Fiji France Georgia Germany Italy Namibia Russia Samoa South Africa Uruguay
Kingdom
Continental Deals
Thirteen of the eighteen deals in place derive from domestic support. The only nations that are not
Europe representing home brands on their front of shirts are Argentina, Canada, New Zealand, USA and Wales. All but
1
1 Oceania
one of these brands are based in countries which have a team represented at this years World Cup, as only
2 Canada’s deal with German brand DHL misses direct advertisement to its home nation, as the German national
Africa team failed to qualify. The three most established nations in world rugby, Australia, England and New Zealand
command the biggest value for its biggest piece of commercial inventory. Given the qualifying structure in place
9
2 North and number of qualified continental nations, combined with the emphasis on home front-of-shirt support, it
America comes as no surprise to see European brands dominating this area of the market.
Asia
3 South
America Missing deals for Tonga (N/A)
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Talking Points
IMG and World Rugby opted for a digital-first approach
in New Zealand as Spark, the telecoms company,
secured rights to the tournament. Spark is to stream
coverage of matches across a new OTT platform, offering
full tournament and individual match subscription
passes. Fans who purchased a ‘super early bird’
tournament pass to paid NZ$59.99 ($40.50), a price that
rose incrementally to NZ$79.99 and NZ$89.99. The rights
to 12 games were sub-licensed to free-to-air broadcaster
TVNZ, some live and others with a delay of up to two
hours. All of New Zealand's matches, both semi-finals
and the final will be shown live on TVNZ.
There will be limited coverage of the tournament in South
Africa, one of the game’s heartlands. The financial issues
facing SABC, the public-service broadcaster, meant that
purchasing the rights directly or striking a sub-licensing
deal with rights holder SuperSport was simply not
commercially viable. However, an eleventh hour deal with
IMG for audio rights covering four of South Africa’s
matches, plus the two semi-finals and the final, meant
that a total free-to-air blackout was avoided. The radio
coverage is available across the Afrikaans-language RSG,
English-language Radio 2000 and Xhosa-language
Umhlobo Wenene channels.
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City of Toyota Stadium
Location: Toyota
Capacity: 45,000
Opened: June 2001
RWC Matches: 4
Outside of the World Cup, the venue
represents the home of two clubs,
Nagoya Grampus (soccer, J League) and
Toyota Verblitz (Rugby, Top League). Due
to maintenance costs the stadiums
retractable roof has not been used since
www.rugbyworldcup.com/venues/toyota-stadium
2015.
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Ireland
Captain About:
Rory Best Unlike other sports such as soccer, the Irish rugby team is represented by both the Republic and Northern
Ireland, attracting players from both sides of the border. The national side’s first rugby outing occurred in
Head Coach 1874 in a match against England. Due to the heightened political and national governing issues surrounding
Joe Schmidt the country, the national team unusually plays two songs one after another for the national anthem,
‘Ireland’s Call’ and ‘Amhran na bhFiann’, with the former used before away fixtures. The team continues to
Stadium play home fixtures at Lansdowne Road, more accurately referred to as the Aviva Stadium after the
Aviva Stadium insurance brand purchased naming rights following the teams return to the site in 2010, following a three-
year re-build. The side has been relatively successful in recent years, rising to a record high 1st in the global
Capacity: rankings in 2015 and have won three of the previous Six Nations championships. In Japan, the team will
51,700 have fixed sights on surpassing the Quarter Finals for the first time in their history, and have a strong squad
to be able to push for the title, spearheaded in attack by Rugby’s World Player of the Year (2018) Johnny
Best WC Finish: Sexton. In 2015, the team looked in fine form early on, topping their group with maximum points and a +99
Quarter Finals (1987, 91, 95,03, 11 point difference, only to succumb to Argentina 43-20 in the Quarter Finals.
and 15)
Number of Sponsors:
22 Main Partner: Official Sponsors:
Sponsorship Revenue (estimated):
Vodafone
$21,400,000 Aer Lingus, Aldi, Aon, Aviva,
Blackrock Expert Services, DHL,
Kit Supplier: Dove Men+Care, Eden Park,
Energia, Gilbert, Glenisk,
Canterbury
Guinness, Intersport,
Leaseplan, Lucozade Sport,
Pwc, Specsavers, Tipperary
Crystal, Vivomed & Volkswagen
THE 2019 RUGBY WORLD CUP sportcal.com | +44 (0) 20 8944 8786 | client.services@sportcal.com 52Ireland
World Cup squad:
Forwards: Rory Best, Tadhg Beirne, Jack Conan, Sean Cronin, Tadhg Furlong, Cian Healy, Iain
Henderson, Dave Kilcoyne, Jean Kleyn, Peter O’Mahony, Andrew Porter, Rhys Ruddock, James Ryan,
John Ryan, Niall Scannell, CJ Stander & Josh van der Flier
Backs: Bundee Aki, Joey Carbery, Jack Carty, Andrew Conway, Keith Earls, Chris Farrell, Robbie
Henshaw, Rob Kearney, Jordan Larmour, Luke McGrath, Conor Murray, Garry Ringrose, Johnny Sexton
& Jacob Stockdale
Pool Head to Head Win Percentage
Record WC Points Scorer: World Ranking:
Scotland – 46.27%
#1
Ronan O’Gara – 93
Japan – 100%
Russia - 100% Record WC Try Scorer:
Samoa – 83.33% Keith Earls - 8
RWC Record (W-D-L): 21 - 0 - 14
THE 2019 RUGBY WORLD CUP sportcal.com | +44 (0) 20 8944 8786 | client.services@sportcal.com 53Sponsorship Revenue ($m)
Commercial Revenue/ Sponsorship Income
$45,723,800
$38,541,800
$23,494,300
$19,893,400 $18,679,000
$13,678,000
$2,100,000 $1,600,000
New Zealand Rugby England Rugby South Africa Rugby Rugby Australia Wales Rugby Union Scottish Rugby USA Rugby Canada Rugby Union
THE 2019 RUGBY WORLD CUP sportcal.com | +44 (0) 20 8944 8786 | client.services@sportcal.com 102Social Media Standings
Continental Popularity
Europe: England, France, Georgia, Ireland, Italy, Russia, Scotland & Wales
9,897,340
Asia: Japan 7,667,309
Africa: Namibia & South Africa
2,045,102 846,262
Oceania: Australia, Fiji, New Zealand, Samoa & Tonga 813,232 88,034
1,237,168 1,533,462 1,022,551
423,131 406,616 88,034
North America: Canada & USA
Europe Oceania Africa South America North America Asia
South America: Argentina & Uruguay Total Average
On the continental battle online, Europe holds the possesses the greatest following, owing much to the quantity of teams represented at the
tournament. Based on the average following per team in each continent, Oceania actually represents the most popular continent for national
rugby teams, with thanks to the sizeable following of the All Blacks. Despite holding the team with the smallest following (Namibia), Africa has the
third highest average per team, with South Africa’s status as the third most followed team enough to raise the continental average beyond that of
South America, North America and Asia.
THE 2019 RUGBY WORLD CUP sportcal.com | +44 (0) 20 8944 8786 | client.services@sportcal.com 107Most Active Sponsorship Sectors
Beverages 47
Financial Services 44
Clothing & Accessories 36
Travel 35
Retail 28
Food 22
Business Services 19
Consumer Goods & Services 19
Automotive 18
Healthcare 17
Telecommunications 13
Sports Equipment 12
Technology 10
Entertainment & Leisure 7
Energy & Utilities 6
Delivery & Logistics 5
Industrial Goods & Services 5
Education 4
Property 3
Other 3
Gambling & Gaming 3
Media 2
Restaurant 1
Organisations 1
Sports Marketing 1
Chemical 1
Logistics & Delivery 1
Agriculture & Horticulture 1
Government 1
Two sectors standout as the most active at this year’s World Cup, beverages and the financial services sectors, which boast 91 deals between them,
which equates to 24.93% of the collective sponsorship portfolios of each national federation. These sectors are also the most prominent in the
sponsorship of the tournament itself, with a further five deals between them. Rugby holds appeal to numerous brands looking to associate with the sport,
with 29 different sectors represented in the list of sponsors and national team partners.
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