Premier Rugby has appointed Four Sports, Arts and Sponsorship to implement an integrated PR campaign to continue the positioning of the Guinness Premiership Final as one of the biggest sporting events in the UK this year, as it attempts to repeat last year’s unprecedented sell-out of the annual fixture at Twickenham Stadium.
The appointment follows Four’s’ work with Premier Rugby last season during which the agency implemented a multi-channel promotional campaign to support tickets sales for the 2008 Final. Using a combination of traditional and new media tactics the campaign culminated in a world record 81,600 crowd at Twickenham Stadium.
Looking to build on last season’s success, Premier Rugby has hired Four to target a broader consumer audience beyond core rugby fans and raise the fixture’s profile even further.
Jon Duckworth, Premier Rugby’s Head of Marketing and Promotions said, “Last year’s Guinness Premiership Final was the biggest club rugby match the world has ever seen. With 81,600 fans at Twickenham we also beat the Superbowl and UEFA Champions League Final on attendance figures. We are delighted to be working with Four again this season to use their expertise to position the Guinness Premiership Final as one of the biggest domestic sports fixtures this year.”
Neil Hopkins, Four Head of Sport said, “Last year’s campaign demonstrated how effective PR can be in driving sales. Despite not knowing the finalists until two weeks before the game, the campaign had gained such momentum that a large percentage of the seats had already been sold. We are looking forward to working with Premier Rugby again this season to create anticipation, drive ticket sales and position the final as the match to be part of this season whichever team you support.”
The 2009 Guinness Premiership Final takes place on Saturday, 16 May. To find out more about the Guinness Premiership Final visit www.guinnesspremiership.com/final
For more information please contact:
Simon Lewis T: 020 8831 7909 E: firstname.lastname@example.org
Laura Bogard T: 020 8831 7910 E: email@example.com
Neil Hopkins T: 0870 626 9906 E: firstname.lastname@example.org
Note to editors:
1. Guinness Premiership Final
Now in its sixth season, the Guinness Premiership Final has grown to become world rugby’s biggest club fixture. Last season, a world-record breaking crowd of 81,600 filled Twickenham Stadium to watch London Wasps defeat Leicester Tigers. The match takes place between the two leading clubs at the end of the regular season, with the winners being crowned Guinness Premiership champions.
2. Premier Rugby
Premier Rugby is the umbrella organisation wholly owned by the twelve Guinness Premiership clubs and tasked by them with representing and managing their rights and interests in areas such as broadcast contracts, central sponsorship and events and rights negotiations.
3. Four Sports, Arts and Sponsorship
Four Sports, Arts and Sponsorship was established in March 2005 and provides consultancy and communications services to sponsors, sports and arts organisations, venues and bids. Four is short listed for the 2009 Sports Industry Awards as Sports Agency of the Year.
It is part of the 140 strong Four Communications Group, the Holmes Report’s UK Consultancy of the Year 2006, and is a member of Arts & Business and the European Sponsorship Association.