Heineken have been unveiled as the first of a planned five top tier commercial sponsors for the new European Rugby Champions’ Cup.
Google+ and You Tube from within the same Google family have also been announced as secondary partners with exclusive right to online highlights and as hosts of Google hangouts linking stars and fans as the tournament progresses.
Click here for recent coverage of Google and Sport on Sport for Business
Canterbury have also come on board as the official suppliers of the officials kit for the tournament while Gilbert will provide the specially designed match balls.
Click here for our recent exclusive interview with Canterbury CEO Chris Stephenson
The two tournament trophies have also been unveiled in Dublin. The Champions’ Cup weights in at 30.5KG and is made of sterling silver and 18 carat gold.
English Premiership CEO Mark McCafferty revealed that the tetchiness of the original negotiation over the creation of the new tournaments has not been fully left behind saying that the longer negotiation period for bringing on top tier sponsors was a result of ‘wasted time’ in bringing all sides to the table.
Summer 2015
Officials revealed yesterday that it could be as late as next summer, in advance of the second season of the tournament, before all of the five planned commercial partners are on board.
The argument is that while deals could have been signed by now they would not have been at the right value. With each deal being pitched as part of a four year cycle the playing of a longer term game, in an economic environment that is rising does have merit but there are risks as well.
One of the primary concerns a new sponsor might have is the ability to cut through Heineken’s long association with the tournament’s predecessor. That will be exacerbated now by virtue of the fact that the brand will have first run at securing the ‘brand association’ with the new tournament.
Television rights have been signed in all the jurisdictions which underpin the financial viability of the tournament even without the full complement of sponsors and the fact that Heineken have now been confirmed does mean the stated aim of raising commercial revenue has already been met.
Advanced
Sport for Business understands that negotiations are at a very advanced stage with at least two other partners, one in the motor sector and another in the airline business.
Of greater concern to fans has been the delay in announcing the times and days for each game in the third and fourth round of fixtures in December. The games are big enough to carry off a delay and many fans will have kept the weekend free but it is not ideal at a time of year when there will be plenty of competing attractions for family time.
Officials suggested yesterday that the match times and broadcast arrangements will be made available before the end of the week.
