Securing Sponsorship An NGB Perspective Sep 09 Paul Kimberley, Commercial Director RFL

Departments of the RFL RFL Marketing RL Services FinanceOperationsTicketingPerformance Community Development Match Officials Coach Education

What are our sources of income? Income

1. Know who you are! Golden rules!

9.4m fans & growing Source: TGI Sex Age Socio-economic Geographic South Midlands, North Scotland

Insight into Rugby League fans The number of adults with any interest in following sports in last 12 months 19,634,000 11,756,000 10,269,000 8,046,000 Source : TGI Q4 July ‘07 – June ‘08 Football Rugby union Cricket Rugby League

Super League National Leagues Student Rugby League Combined Services Rugby League Conference Super League Clubs National League Clubs Conference/RLS Clubs In total there are over 3,000 teams

8,046,000 adults in the UK have any interest in rugby league In the last 12 months 7,213,000 adults have watched RL on TV 1,996,000 have read about RL in the newspapers 694,000 have looked up RL on the internet 657,000 have paid to watch RL at a venue 321,000 have played or taken part How many ‘fans’ are there UK ? Source : TGI Q4 July ‘07 – June ‘08

Who are they ? 62% of them are men – 38% are women 62% of them are married..... happily 5% are divorced ! 33% have kids – 67% don’t 42% work more than 30+ hours per week 4% are unemployed ! 23% are retired 56% of them are considered to be upmarket (ABC1) Source : TGI Q4 July ‘07 – June ‘08

What have they experienced in the last 12 months ? compared to the average adult in the UK 44% more likely to have started university 30% more likely to have moved in with their partner 24% more likely to have had a 2 nd child 23% more likely to have changed job 17% more likely to have moved out the parental home 9% more likely to have got engaged Source : TGI Q4 July ‘07 – June ‘08

1. Know who you are: Internal culture Reach Demographics Location (Town, City, County, Country) Specialism Timeframe Volume of activity Golden rules #1

Golden rules #2 2. What are your unique traits?

DVD

athleticism, impact, entertainment

Affordable not Expensive Feet on the Ground not Head in the Clouds Exciting not Boring Sportsmanship not Gamesmanship Respect not Abuse Families not Yobs Inclusive not Exclusive Passion not Fashion Rugby League is…

Rugby League is accessible – ticket prices are affordable, our players like to mix with the fans, its safe and everyone is welcome. Rugby League is engaging – the game brings people together, it gives them a communal sense of pride and belonging that binds our fans to the sport. The players exhibit individual skill, athleticism and teamwork in a fearless pursuit of victory. Ours is an honest sport that is conducted with integrity, dignity and respect for others. The on-pitch spectacle of a fast-moving highly competitive game is mirrored by the vibrancy and excitement of the match-day atmosphere around the ground. Its almost impossible to overestimate the fans’ enthusiasm for the game; their knowledge, their pride, their loyalty and their open acceptance of anyone who shares their passion for the sport. Brand expression

Positioning Matrix

Who you are + Unique traits = the proposition

Agenda

What are the reasons to buy?

Sell Affinity Kudos Build coverage/exposure Create an income stream Positive PR Corporate responsibility Hospitality Preparing to sell business Local connection Family connection Chairman’s whim

–Develop a culture that refers people to you! –Top down is important (Owners, CEO’s, Players, Vice-Chancellors, coaches, fans, season ticket holders, MP’s –Local papers, awards, photo’s, talking heads, adverts, radio/TV adverts –Libraries/directories –Meet the players evenings, town festivals –Chambers of Commerce, networking events Prospecting

1. Let it grow, flower and vegetable festival, Manchester You are in the events team of “Let it Grow” a new flower and vegetable show held in city centre Manchester in July 2010, who might you approach for commercial partnerships & why? 2. Whizz Energy drinks, Buckinghamshire You are working in the marketing team of a soft drinks company that has bought the license to a new energy drink and are planning a Sept 2010 launch. What properties and events might you want to approach and why to help launch the brand? Group Exercise

Universities – Rights holder or sponsor?

Future?

COLUMBUS, Ohio, (March 30, 2009) –The Ohio State University Department of Athletics today announced it has reached an agreement with IMG College, a division of IMG Worldwide, and RadiOhio Inc., for a 10-year multi-media rights partnership. The total deal is valued at nearly $128 million, which includes $110 million in guarantees, the largest athletics multi-media rights guarantee in collegiate sports history Universities – Rights holder or sponsor?

Contact details: Paul Kimberley Commercial Director Red Hall Lane Leeds LS17 8NB Questions