Six Nations (Rugby) 2022 - Property Profile, Sponsorship and Media Landscape
An insightful look into the main business operations of the biggest annual, international rugby union tournament which takes place in the northern hemisphere. The report takes a closer look at commercial properties of the tournament organizers as well as the six competing teams reviewing the sponsorship and media landscapes as well as the impact COVID-19 has on the competition over the past two years.
The home-nations broadcasting landscape remains dominated by free-to-air networks, despite growing reported interest and temptation from the pay-tv market. Recent extensions signed by the BBC and ITV have ensured a further four years of Six Nations coverage but beyond 2025, there are still fears of a landscape mix-up, which is further escalated by news South Africa may want to join the tournament that year. From a sponsorship perspective, the tournament still struggles for traction, with only a limited three-brand portfolio in 2022, the Six Nations has continued to struggle to sell its appeal, having previously struggled to shift its naming rights package in 2018. The England national team remain the most commercial outfit at the tournament in 2022, with the highest social media following, history and financial revenue at their disposal.
The report takes a deep dive into the commercial landscape of each of the tournament but also offers direct comparisons against the competing teams as a means of understanding their place in the market. It also breaks down the impact of COVID-19 at the tournament in 2022 and offers a clear insight into how each team is positioned at the start of this year.
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