The Rugby Football League has awarded Sinclair Mason an estimated
pounds 40,000 contract to conduct a three-month survey into the
sponsorship of its Premiership league.
The future of the Premiership is at a crossroads following its decision
to negotiate an early end to its contract with BSkyB. The deal with
BSkyB tied in both the Premiership and the Superleague.
Rugby League is split into two divisions, the Superleague, for the top
clubs, and the Premiership. The Premiership felt it could negotiate
better TV deals if it was not tied to the Superleague.
The purpose of the research is to establish how to improve the
Premiership’s appeal to sponsors and broadcasters.
The league has previously retained PR agencies including McCann-Erickson
and local agency GSM. Sinclair Mason will have a team of five full-time
staff working on the project, led by Ashley Metcalfe, sports marketing
’The research will include face-to-face interviews, random phone
interviews and focus groups within the M62 corridor, which is the
traditional heartland of rugby league. We aim to find out the views of
local clubs, sponsors, press and spectators,’ said Metcalfe.