In the third of our four part series looking at the off-field performance of the four Rugby Union provinces we caught up with Ulster Rugby Head of Sales and Marketing Fiona Hampton on what the present and future look like at Ravenhill…
Ulster are the last Irish team standing in the European Champions’ Cup and Rory Best has just been announced as adding the captaincy of Ireland to the same role he holds in the Northern Province.
Ulster is also the only province to successfully build naming rights into its commercial armoury to date signing a 10 year deal at the time of redevelopment of what is now known as Kingspan Stadium.
“Our objective was to find the right brand that shared our core values and ethos,” said Fiona Hampton, Head of Sales and Marketing for Ulster Rugby.
“Kingspan is an Ulster company with an international footprint and ambition.”
“We worked closely with them throughout the redevelopment and having their insulation panels all around the ground is a real way of showing what it is they do and how they are relevant to the overall built environment.”
“Partnership though is all about continuous development and we are working with them now on developing solar panelling for the stadium as well.”
“The two key areas to win over on the change of name were the media and the fans. Kingspan has worked with the former bringing players to Dublin to make it easier for journalists to cover our news in the week of big games and sometimes it is those little things that make the difference.”
“With the fans it is more difficult to judge the level of acceptance but there is a strong understanding that commercial deals are needed in order to remain competitive in the European rugby context.”
“If we had chosen a company with no Ulster tradition or base that would have been more challenging but this is from within the community and that is important.”
In terms of main sponsors Ulster has a full complement of four all signed to five year deals that have almost a full term still to run.
Read our interview with Enda Lynch on the commercial world of Munster Rugby in 2016
They do not have a clean kit scenario so it has been important to get the right brands in the right places.
“BT Sport, Bank of Ireland, GoPower and Kingspan all have different objectives and we have been able to work closely with them to get them closer to the fans in a number of different ways.
“On match days for example each will run their own activation with the fans on their way to the ground.”
“Kingspan has a scrum machine where fans can get physical and get their picture taken for the record. BT Sport also get us moving with their speed test. Bank of Ireland sponsor the flags that bring the ground to life and Go Power have their name behind the fan selected man of the match award.”
Read our interview with Paul Dermody on the commercial world of Leinster Rugby in 2016
In terms of season tickets Ulster is almost at capacity and has maintained steady and consistent growth over the last five years. There are currently 10,500 season ticket holders, out of a stadium of 18,000 which gives a great base.
“We are always looking to make the experience special for our fans, whether that is through partner offers from sponsors, meet and greets at the stadium and special opportunities to get to know the players.
We work closely with Kukri and Heineken as partners so that they invest in the right facilities and the right promotions to make the match day work best.
“It’s important as well to introduce new fans. During the Rugby World Cup we had a 6pm Friday game against Treviso that was going head to head with an All Blacks game.”
“We went to family groups within the community, we built a climbing wall and had every non playing member of the squad mingling with fans before and after the game.”
“There was a great atmosphere and we had a crowd of 14,398 on the night.”
“We are in a position now of real financial stability.”
“That has been built on working as partners with each of our sponsors and supporters.”
“We have the Women’s Rugby World Cup coming to Belfast in 2017 which will be very exciting and with Rory taking on the Ireland captaincy now there will be greater emphasis than ever before on what is happening at Ulster.”
