The local activation of an international deal always needs to be thought through carefully so that it is relevant to the right audience.
The International Rugby Board and Emirates hit the mark this week when they activated the airlines sponsorship of referees by hosting a workshop with three top officials at Old Wesley RFC in Dublin.
Wayne Barnes, Steve Walsh and Greg garner were in town for the Ireland Vs France RBS Six Nations game at the Aviva Stadium and stayed on after to host the course attended by 30 local referees.
Sponsorship of referees has become more commonplace in recent years with Emirates having a global deal that covers all major international matches right up to the Rugby World Cup.
Specsavers scored well with similar deals in soccer and online travel firm Expedia are currently emblazoned on the high profile shirts of referees in the Barclays Premier League.
At the time of signing that deal the marketing director of Expedia said: “At Expedia we have helped travellers make good decisions for over fifteen years and welcome the newly formed association with some of the highest profile decision makers from the world of sport.”
The IRB have run similar courses in other countries and it serves a useful way to make real local connection with a sponsor that came for the high profile broadcast coverage but is increasingly held on to through smaller scale but deeper engagement with the people it wants to reach.
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