MasterCard is to become the Official Worldwide Partner
and official payment system of Rugby World Cup 2011.
The Rugby World Cup is one of the most popular
sporting events in the world – with television coverage of the
thrilling Rugby World Cup 2007 spanning more than 200 territories,
reaching a cumulative audience of 4.3 billion viewers.
Rugby World Cup 2011 is being held in New
Zealand for the first time since the inaugural event in 1987.
Teams representing 20 nations will compete in 48 matches across
several host cities during September and October. The final and
semi-final matches are slated for Auckland’s historic Eden Park,
October 22-23, 2011.
“Sponsorships represent a critical component
of MasterCard’s global marketing approach, and we are proud to add
Rugby World Cup 2011 to our roster of world-class alliances,” said
Andre Sekulic, President, Asia Pacific, Middle East and Africa,
Beyond its expertise in world-class
sponsorship marketing, MasterCard also has a rich heritage of
supporting the sport of Rugby in the host country. Over the past
six years MasterCard has been a sponsor of the New Zealand All
Richie McCaw, captain, New
Zealand All Blacks, said, “I would like to thank
MasterCard who has come onboard as the Official
Worldwide Partner of the Rugby World Cup 2011. New
Zealand Rugby Union and the All Blacks have been lucky
to have their support for the last six years, and as
that level of support continues to grow with this
sponsorship, the teams and fans can look forward to a
great Rugby World Cup.”
As part of the agreement,
MasterCard secures a comprehensive rights and benefits package
that allows the company to deliver value to customer financial
institutions, merchants and cardholders, including the ability to
access “Priceless” experiences linked to Rugby World Cup 2011.
The relationship with
Rugby World Cup 2011 also provides opportunities to support a
number of the company’s strategic priorities, including:
Reaching Affluent Cardholders: Rugby scores well against an
affluent audience, for example, in markets such as the UK, 65% of
rugby fans are in the ABC1 demographic and in Australia the figure
is 79% for fans with medium to high income levels. (sources: UK
Statistic: UK GB TGI 2007 Australia Statistic: Sweeny Sports
Platform to Capitalize on Cross-Border Travel:
Based on Australia’s experience of hosting Rugby World Cup 2003,
New Zealand can expect to attract as many as 66,000 international
supporters, 2,500 international media representatives, and up to
2,500 corporate and VIP guests.
Additionally, Rugby Travel and
Hospitality Ltd has projected it will sell 120,000 official travel
packages to Rugby World Cup 2011 with MasterCard being featured as
the preferred card.
Driving Brand Affinity as the Exclusive
Payment Provider: As Worldwide Partner and official payment
system of Rugby World Cup 2011, MasterCard will be the preferred
payment brand accepted on-site at host venues.
Global Presence: With teams from Europe, the Americas,
Africa, Asia and Oceania, Rugby World Cup is truly a global
property, one which is well-aligned with MasterCard’s global
In 2007, Rugby World Cup was broadcast in 202
territories with a cumulative viewing audience of 4.27 billion.
Importantly, the Tournament has seen broadcast coverage increase
exponentially every quadrennial, providing MasterCard with
increased opportunity for brand visibility. For example, the most
recent Rugby World Cup witnessed a 57% increase in broadcast
coverage from 5,414 hours in 2003 to 8,499 in 2007.
other recent news regarding: