International rugby is about enthusiasm,
devotion and going the extra mile, irrespective of whether you are a player, a
fan or a brand. Global sporting tournaments like the Rugby World Cup have the
power to turn the most unbiased consumers into fanatics and overlook front and
back pages for weeks on end.
This year’s Rugby World Cup 2015 marks the biggest year for English rugby in decades. The official consultancy partner
for RWC 2015, estimates that the tournament will add £1bn to the UK economy,
bringing in almost 500,000 visiting fans and creating 41,000 new jobs across
the 13 locations hosting games. Key sponsors will pay hundreds of millions of
pounds for the opportunity of being associated with the event. The business
opportunity is clear.
A lot has changed since the All Blacks
won the 2011 final. England Rugby World Cup invested a mammoth £78m in
‘digitalising’ Fortress Twickenham back in 2011 so it would be the most
‘digitally connected’ stadium in the whole of Europe in time for September
2015. Technology and data have revolutionised the way players, teams, fans and brands
engage with rugby union like never before. Smartphones, Wi-Fi connections,
drones, apps, wearable tech, social sharing and selfie sticks are now enhancing
the stadium and match-day experience, placing rugby at the forefront of sport’s
digital revolution.
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