Rugby body hires Sinclair Mason for growth survey

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 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

head.



’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.



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