Fans unable to name RWC partners

20 Mar 2019

By: Sport Industry Group

Only one quarter of the world’s most avid rugby fans are able to name the five official partners of the Rugby World Cup, according to new research from sport media company Snack Media.

The finding is among the results of a survey conducted among members of Snack’s 2.5 million-strong Rugby Network, which claims to be the largest independent online rugby audience in the world.

Among 400 international respondents to the survey, whose findings were released with six months to go to the start of the Japan 2019 showcase, 74% were unable to name all of the tournament’s partners.

More positive news for organisers came with the finding that 16% of the online fans plan to travel to Japan for the tournament, with 70% of those staying at home claiming they will not be deterred by the early starts.

The study also uncovered new insight into rugby fans’ preferred kind of digital content. A large number (85%) reported wanting to play a predictor or fantasy team selector game, with ‘humourous’ video content considered preferable to traditional ‘behind-the-scenes’ footage.

Commenting on the findings, Calum Hopkins, Senior Commercial Manager at Snack Media, said: “With the Six Nations now officially over, all attentions turn to the biggest rugby competition of the year.

“We put together this research for two main reasons – firstly, to understand what rugby fans will be doing around the World Cup in order to best cater to them; and secondly, to provide brands and rightsholders this data so they can also engage with them.

“It is clear from the research that rugby fans want more than what a traditional football audience would consume.”

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