Edinburgh Rugby's Tactics For Fan And Community Engagement

The Sponsorship Newsletter has been asking its audience of brands, rights holders and agencies how they are continuing to effectively activate their partnerships and rights.

One great example is from Edinburgh Rugby who told us that they have been teaming up with their sponsors to put out a host of digital content, aligning most pieces of content with a relevant sponsor. 

One example of this is the 'virtual player appearances sponsored by P&P' where players are recording video messages for fans in lieu of being able to attend physical events (https://www.edinburghrugby.org/the-clubhouse/stay-in-touch-with-virtual-...).  

The Club is continuing to engage with fans and its community and have aligned its main club sponsor P&P with these.  

Another good example would be 'Capital Classics brought to you by Dentons' (https://www.edinburghrugby.org/the-clubhouse/capital-classics-racing-met...)  Dentons normally would sponsor the team line-up announcements but have now been aligned with reruns of Edinburgh Rugby's classic games. The broadcast rights-holders bought into the idea and in the case of this game (which was never aired on TV) had to sync the radio commentary with old video footage to allow fans to watch a remarkable match. 

Please send your examples of great activations to rosie@sponsorship-awards.co.uk