Today will see the formal launch of the European Rugby Champions’ Cup. It will be of particular interest to the Irish provinces who had such an exceptional record in the Heineken Cup and can produce the support to make TV and sponsorship of the new tournament hit the hoped for new heights.
Over 43,000 watched Munster beat Leinster in the Guinness Pro12 on Saturday and a new TV rights deal for French rugby was signed over the weekend that will form part of today’s announcement.
It is expected that Heineken will be announced as the first headline sponsor, providing a strong continuity to the competition that it replaces but it is not additional sponsors may not yet ne named until the competition is underway.
The enhanced value of TV rights mean that the financial imperative of big sponsorship deals is becoming a smaller part of the overall commercial equation in tournaments that command strong viewing figures. Rugby’s demographic of more affluent fans makes it a particularly strong property for multinational brands, especially in a season which will lead directly into the Rugby World Cup.
BeIn Sports and France Television will share the rights in France for the broadcast of all Champions’ Cup matches at a value believed to me around €20 million a year over the next four years.
Sport for Business will bring the news as it breaks today about the latest announcements on the new competition which gets underway in less than two weeks time.
