Agency looking to expand brand further into children’s and women demographics, plus move into gifting category.
CPLG is to move towards a more lifestyle focused licensing programme for the RFU, with a new style guide aiming to shape a wider target market.
The move follows the renewal of the agency’s partnership with the RFU for a further five years.
CPLG will now look to expand further into the children’s and women’s markets, while also moving into the female to male gifting category.
The new style guide will be used to communicate to new retailers and licensees the broad appeal of the brand and their ability to move towards these new categories and target markets.
John Taylor, commercial director at CPLG UK, said: “Following the continued success of the brand, we are delighted that RFU are investing in a new style guide.
“The guide now targets all demographics from the core fan through to the aspirational fan encompassing current trends in the market. We are very much looking forward to developing our relationship with the RFU and engaging with retailers over the next five years.”
Jane Barron, licensing and marketing manager for England Rugby, added: “We felt that CPLG continue to be best placed to help us achieve our goals of expanding the programme. Sports licensing as a sector is growing and currently achieving fantastic support from retail and licensees and we want to capitalise on this.”
Gemma Witts, retail and marketing director at CPLG, continued: “We have worked hard in partnership with the RFU to establish England Rugby as a successful sports brand at retail in the UK. There is now stronger engagement in the brand with retailers following the Rugby World Cup in 2015.
“We are looking forward to building on this success with a more lifestyle brand approach, rather than event driven programmes, with diversification into new product areas and retail focus.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
