Rugby was dealt a blow at the end of last week when news emerged that RaboDirect would not be renewing its three year sponsorship of the Pro12, the primary ‘domestic’ competition for Leinster, Munster, Ulster and Connacht.
The tournament was formerly known as the Magners Celtic League but had undergone a brand transformation with excellent use of social media to bring the bank to the fore.
Complementary sponsorships involving the use of Keith Wood as an ambassador had worked well to bring the bank into the consciousness of businesses as well as in a more direct consumer setting but the 2013/14 season will now be the last under the name.
“The partnership with the PRO12 has helped us achieve key business objectives and has been extremely beneficial, especially in terms of developing and communicating our brand values, connecting with rugby fans and giving us a platform to reward our customers,” said Tim Bicknell, General Manager at RaboDirect.
“Our commitment to the PRO12 will be the same this season, and we will continue to push the boundaries, innovate and bring our energy and expertise to the competition through a strong programme of activity.”
“We are developing our business strategy for the next five years and our focus will be on continuing the growth of our Irish customer base, which now stands at over 90,000 with deposits approaching €5bn. The excellent results of this partnership has helped inform and influence our strategy as we explore potential future partnerships.
Celtic Rugby Boss John Feehan highlighted the fact that attendances at the League games had risen again last year and now stood at 1.2 million and that a new broadcast deal with SKY TV would make sponsorship attractive to a number of international brands.
The resolution of concerns over the future of the Heineken Cup will likely have to be found before any meaningful discussions on sponsorship take place.
From an Irish perspective the fact that three of the provincial teams are now sponsored on the front of shirts by Bank of Ireland may have had some part to play in the decision of RaboDirect but with signs of life appearing to emerge in corporate confidence it may in fact prove to be a winner for the sport to be seeking a new partner.
Nevertheless it is disappointing that in an era where tournament sponsorships tend towards renewal and longer term development, that an imaginative partner like the bank has decided to look elsewhere, albeit hopefully still within sport.
Sports Tourism Seminar at Croke Park (September 19th)
Sport for Business 20/20 at Ulster Bank HQ (October 8th)
The Business of Youth Sport Seminar (November 28th)
