A New Direction - Principal Sponsorship Marketing
Many of the greatest rugby players, past and present, have proudly worn the NSW Waratahs jersey. Established in 1874, the NSW Waratahs have achieved some of the most memorable moments in Australian rugby history, including the 2014 Super Rugby Championship title.
RGC was commissioned to create a new Waratah’s principle sponsorship proposal document that would engage and build stronger partnerships with companies seeking to the join and share in the future success of the NSW Waratahs.
We developed a customised marketing document titled ‘A New Direction’. It was designed to highlight the many benefits of a strategic alliance with the NSW Waratahs - from broadcast and social media exposure, membership opportunities, hospitality and event activation packages, player access and facility hire, through to match day player apparel brand exposure.
Our main objective was to explain how sponsors, by capitalising on the NSW Waratahs diverse assets, and aligning their brand sponsorship with the strongest and most successful Super Rugby franchise in Australia, would drive their brand profile further, enhancing the value of their brand through this positive association.
We showcased the value of principal sponsor partnership - how this relationship would drive brand awareness and exposure through match day branding opportunities, inside and outside the stadium precinct. Match day branding is not only visible to those attending the game, but also to external audiences - TV, print, social media and the internet.
Sponsorship association with key NSW Waratah sporting events and the Super Rugby tournament specifically, create brand experiences as emotionally thrilling as they are satisfying. With the added benefit of building stronger customer relationships and capitalising on the strength of the NSW Waratahs brand, sponsors partnering with the NSW Waratahs also gain access to the clubs extensive corporate networks, and further benefits as Super Rugby expands into Asia and South America in 2016.
"RGC's refinement of our sponsorship proposal helped us to reinvigorate the value of our brand, and built a stronger foundation for our business and our partners, ensuring both thrive in the years ahead."
The NSW Waratahs