August 20th, 2021, Emily Patel
Challenge
Attract new sponsors based on shared values of inclusivity and positive social impact.
Solution
YouGov Profiles was used to identify potential sponsors and prove the value of a partnership.
Business outcomes
YouGov Profiles helped the RLWC secure 12 new brand sponsorship deals.
Business challenge
The Rugby League World Cup (RLWC) is the pinnacle event in rugby league. RLWC wanted to attract new sponsors to raise visibility and build on values of inclusivity and positive social impact.
RLWC 2021 needed a way to show potential sponsors the value of a partnership with them, and how the RLWC audience would overlap with the audiences of different brands across multiple sectors.
Solution
RLWC engaged YouGov Profiles – our audience profiling tool with access to hundreds of thousands of demographic, psychographic, attitudinal, and behavioral consumer metrics – to supplement their partnership proposals.
YouGov Profiles enabled them to demonstrate a detailed and highly granular understanding of rugby league fans – with data points on hundreds of thousands of variables refreshed every week, including brand usage and perception, hobbies and interests, and media consumption.
RLWC 21 used this data to show their potential sponsors exactly how their target audiences would overlap, as well as providing a clear vision of how each partnership could work in a bespoke way to meet brand and business objectives.
Business outcomes
RLWC used YouGov Profiles in all of their pitches and have so far gained 12 official sponsors for the tournament, including the largest sponsorship deal in RLWC history.
Data from YouGov demonstrated a significant overlap between the core rugby league audience and the golf audience, leading to sponsorship with leading golf equipment brand. Data also showed that 12% of the core rugby league audience work in skilled manual labour - helping to sign one of the UK’s leading builders’ merchants as another official sponsor.
RLWC continue to use YouGov Profiles to help build on their relationships with sponsors.
Client testimonial
“YouGov tools allowed us to add an extra layer of depth to our partnership proposals and helped us sign meaningful sponsors by demonstrating the value that brands can achieve by working with us.”
- Jonathan Neill, Commercial Director