Rugby sevens makes Olympics programme with Vero support

The rugby sevens Olympic bid, supported by Vero Communications, has won a place for the sport on the programme for the 2016 Olympic Games in Rio de Janeiro.

Olympic Games inclusion: rugby sevens
Olympic Games inclusion: rugby sevens

It is the second successful Olympics campaign for Vero  this week, after its support for Rio's 2016 helped win a positive decision last Friday (PRWeek, 02 October 2009).

The International Olympic Committee's executive board confirmed today in Copenhagen that it had voted to include both rugby sevens and golf on to the Olympics programme.  

Vero was hired by the International Rugby Board last year to help its bid to get the sport included in the Olympic Games (PRWeek, 21 February 2008).

Separately, Braben Sport has been handling the PR for Ultimate Rugby Sevens during the bid process. Ultimate Rugby Sevens provides a promotional platform for the sport's stakeholders, tournaments, teams, players, brands and fans.

Braben Sport director Rachel Froggatt said the inclusion of rugby sevens in the Olympic Games would open up more opportunities for brands to now get involved. ‘I would expect to see commercial investment in rugby sevens and golf grow immeasurably on the back of today's IOC decision. Brands involved in either sport stand to benefit enormously from increased media and consumer interest over the next six to seven years, particularly if they are able to tap into the patriotism and passion that goes with watching your national team compete at the ultimate level.'

She added: ‘We just need to look at how brands are already using their sponsorships of London 2012 and various Olympic sports to communicate with consumers. When you combine that with two sports that already have a massive international following and fanbase, commercial involvement in either sport is sure to deliver significant results for associated brands.'


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