Retail commitment on 2016 6 Nations increases by nearly x10 in comparison to 2015 tournament.
The RFU and CPLG are looking to further build on the England Rugby brand heading into next year’s 6 Nations, after a successful merchandising programme was run throughout the Rugby World Cup.
During the tournament, England Rugby had its biggest and best ever success in the retail market, with ranges stocked in stores right across the country – including major grocery players such as Asda, Tesco, Sainsbury’s and Aldi, as well as established high street destinations stocking their first ever ranges such as Sports Direct, Mothercare, M&Co and Primark.
The RFU’s own retail business at Twickenham remained strong, as did its online offering www.englandrugbystore.com with official online retail partner Kitbag Limited.
Working alongside key licensees such as Tri Distribution, Brecrest and Drew Pearson – apparel and accessories were the key drivers for success, with over 800,000 units sold in over 2,000 individual store locations. Buyers were overwhelmed (and delighted) by the public’s response, reporting full price sell through in just over 2 weeks across men’s, ladies and kids garments.
The appetite of the brand has encouraged strong activation for the 2016 6 Nations tournament in February, with the total commitment from retailers increasing by nearly x10 in comparison to the 2015 RBS 6 Nations tournament only 12 months before.
One stand out deal during the Rugby World Cup featured a licensing partnership with England’s most successful living artist, Doug Hyde – who was appointed the official artist of England Rugby, releasing a collection of limited edition originals and prints entitled ‘Pride and Passion’ in keeping with the spirit of the game.
The RFU’s licensing programme currently includes over 40 best in class licensees, and new deals for 2015 have seen new additions including Carlton Books and Grange Communications in publishing, Cube Interactive in mobile gaming, Pyramid Posters in gifting, and the London Silver Company in premium jewellery.
The host city fan zones installed around the country for the Rugby World Cup have inspired a whole new generation of family supporters to the game, and the RFU’s goal is to continue the current growth and momentum to deliver a 365 day programme, capitalising on all major events in the rugby fans calendar.
