The IRFU has had a busy week adding Sony as a new technology partner at the same time as launching Dove Men’s campaign for 2015 and getting ready for the first competitive outing with senior partners Canterbury and Three next Saturday at the Aviva Stadium.
The signing of Sony as the Technology partner is an interesting one in that it pitches the brand into the same space as that occupied by rival firm Samsung at Leinster Rugby.
Sony’s Experia and Samsung’s Galaxy series of phones and tablets are locked in fierce competition for consumer sales and both have chosen elite rugby as a pathway to Irish sales.
The provincial rugby sides have autonomy when it comes to individual partnership programmes, despite remaining very much part of the IRFU under all other areas of financial support. Â In that sense then there is no direct conflict between the brands.
It will be interesting to watch on Saturday as Sony starts to ramp up its engagement at a key time of year for technology sales. Â The three year deal with the IRFU will include activity around the RBS 6 Nations and the Rugby World Cup in 2015.
It is very specifically with Sony Mobile, a separate division within the company to that of TV and Playstation sales.  Mobile has taken an especially hard hit in the most recent financial results posting a loss of €1.25 billion in the three months between July and September.
Save the Date – On January 8th 2015, Sport for Business in partnership with the BT Young Scientist and Technology Exhibition will host the second annual Business of Sports Science conference at the RDS in Dublin. Â Click here for an early look at what we have planned.
“Sony is a premium technology brand and their product design and performance is a great match for Irish Rugby,” said IRFU president Louis Magee.
“We are delighted to announce Sony Mobile as our technology sponsor and look forward to a productive partnership over the coming years.”
Sales and marketing marketing manager at Sony Mobile Ireland Russell Keating added: “We are delighted and very proud to be a partner to the Irish Rugby team.”
“The IRFU will help showcase Sony’s products to a wide audience,” said Mediacom Account Director Garrett Tallon.  “It will be much more than a simple badging exercise.” “The multifaceted partnership will enable Sony Mobile to connect with Irish Rugby in a meaningful way.”
This is an example of how Samsung have activated their relationship with Leinster during the first year of their partnership.
