DON'T GET DUMPED by Ear To The Ground

DON'T GET DUMPED The explosion of new fanbases in Rugby Union and why brands are in danger of being left behind

/ THE EXPLOSION OF RUGBY

Rugby has changed and so has its fanbase. Working with England Rugby and Lovell Rugby since the 2015 World Cup, Fanatic, Ear to the Ground's fan intelligence department have been tracking the behavioural and attitudinal shifts in rugby fans, feeding this into campaigns and activations for brands. A new fanbase has emerged, driven by a re-presentation of rugby in mainstream broadcast, global interest in Sevens following the Rio Olympics, greater female participation and an increased focus on the spectacle of the game. This 'new' fan has different behaviours and motivations, engaging with the game in a very different manner. As a result, the way brands and rights holders communicate with fans is changing.

A new fanbase has emerged. As a result, the way brands and right holders communicate with fans is changing.

With some of rugby's biggest prizes still to be won and the excitement around rugby at an all time high, we've explored further what these changes mean for brands and rights holders in 2017 and beyond. / DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

There's been a growth in playing in the last two or three years driven by high profile visibility and supply at grassroots level, serving a variety of playing opportunities for more types of people. - Ben Lowe, Head of Rugby Growth, England Rugby.

66M

89%

More social mentions of the RBS 6 Nations in 2016 vs 2015

More UK viewers

for 2015 Rugby World Cup games vs 2011

80% More women in England play rugby than in 2013/2014

8.5M Global players in 2016, forecast to be

15M by 2026

Nielsen report, 2016; Active People Survey Sport England; HSBC report,2016

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

Our Fanatic department has spoken to over 15,000 rugby fans and followers

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

Fanatic have found two core sides to the rugby fanbase, each showing unique behaviours, motivations and characteristics.

VS Traditional Fanbase

New Fanbase

This snapshot will explore:

What is driving this change and what it means for brands and rights holders?

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

/ RUGBY'S HEARTLAND THE 'TRADITIONAL FANBASE' The traditional fan aspires to the values promoted by the sport, viewing them as a key motivator for engagement. The traditional rugby fan can be identified by a number of key behaviours and motivations: Community The sport represents more than a game; it's a tight-knit family, one which becomes a fundamental part of a fan's identity. They are engaged by camaraderie, with 'the rugby community' becoming central to the way in which brands appeal to this audience. Values Traditional fans aspire to the values promoted by the sport, viewing them as a key motivator for engagement. It's a shared respect for these values that creates a closeness in the community, making professional players and legends feel accessible to fans. Participation Participation is a key expression of fandom, evident by high playing rates among traditional fans. Not all fans play, but most used to play, or are exposed to those that do. Inspired by today's elite players, the traditional fan is showing more interest in fitness within rugby, driving a new focus on training and strength.

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

Targeting this fan This is a competitive space where brands are spending big to reach a mass rugby audience. Therefore, targeting the traditional fan, means not only respecting the values that underpin rugby, but having great creative at the heart of any campaign. We know that campaigns that are most successful here embrace the idea of the 'rugby community' and get traditional fans feeling closer to the heart of the game they love.

I played as a child and I coach now. It's the best sport in the world. I like the values and respect. - Ezequiel 45, Argentina

My son plays for a local club, my husband coaches and I am junior secretary. It's true what people say about the rugby community being a family.

I'm a fan of rugby because I'm from Wales. It's a great contact sport, & builds friendships & team camaraderie.

- Donna 41, UK

- Logan 22, Wales

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

/ CASE STUDY LAND ROVER

Following on from the success of the World Cup 2015 campaign, Land Rover has relaunched 'We Deal in Real' to connect with fans around the British & Irish Lions Tour. Focusing on grassroots rugby, Land Rover uses the values and integrity of the sport to engage a traditional fanbase. Capturing behind the scenes content through the eyes of legends gives fans a unique insight into the tour, not only putting fans closer to their idols, but building on the closeness that exists within the rugby community. The campaign engages rugby fans because Land Rover understands the unique emotional drivers and behaviours of the traditional fanbase. However, as rugby continues to evolve so must the approach brands take to targeting traditional fans, positioning the values of the game alongside the entertainment of the sport.

Focusing on grassroots rugby, Land Rover connects with traditional fans using the values and integrity of the sport.

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

/ A NEW DAWN THE 'NEW FANBASE' Whilst the values of the game are still important, it is the entertainment factor and incredible athleticism that drives the new fan to engage. Since turning professional in 1995, Rugby Union has constantly evolved taking it not only to new heights, but to new audiences. However the past five years have seen a total shift; we're seeing a new fan, one that is not defined by gender or age, but by how they choose to engage with the sport: Entertainment The exciting pace of the modern game is driving change in the way in which rugby is presented and consumed. The new fan is drawn to the spectacle of the sport and the players, on and off the pitch. Whilst the values of the game are still important, it is the entertainment factor and incredible athleticism that drives the new fan to engage. Digital content Whilst there has been an explosion in participation globally, particularly among women, many new fans have been introduced via the increase in mainstream broadcasting of games and increased content via new channels, such as Facebook Live and Instagram Stories. Idol worship The new fan sees rugby as an elite game. The explosion of new international 'super-athletes', such as George North, Maro Itoje, Sam Cane & David Pocock has perfectly showcased the power, skill and strength of modern players, elevating them as superheroes in the eyes of the new fan. They seek content that showcases their idols as players and as celebrity superstars.

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

Targeting this fan This audience expect rugby to be presented from a cross cultural and entertainment point of view. Brands should be focused on rich content highlighting the entertainment of the game and harnessing the power of elite players as idols, with Beats by Dre and their utilisation of Owen Farrell being a reference point. The dynamic media behaviours of the new fan also means that brands need to be creating socially native content that works across key platforms, with the power of influencers and their networks central to creating authentic content fans will engage with. To read more about how we used influencers to grow a female fanbase for the RFU, click here.

Intensity, strategy, team play and overall excitement involved over 80 mins. Rugby quality is unreal total athletes. - Tim 26, Ireland

It's the passion of the fans and players as well as the physical nature of the sport that make it THE sport to watch. - Thomas 35, USA

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

I love rugby because it's exciting and all round entertainment. Great competitive entertainment, great atmosphere. - Maria 45, Switzerland

/ CASE STUDY INVESTEC SUPER RUGBY

Investec Super Rugby has injected a new energy into the presentation of Rugby Union, positioning the tournament as an entertainment product in the minds of a new, younger audience. Combining the high energy of dance and music with rugby in the 2016 campaign led to a 21% increase in attendance and 10% increase in television viewership. Building on last year's success, the 2017 #SuperBoomBoom campaign adopts a similar approach. The above-the-line campaign features players from the five New Zealand teams performing alongside well known rugby and non-rugby influencers, including globally recognised choreographer Parris Goebel and international beauty YouTuber, Shaaanxo. By using influencer marketing to reach beyond the traditional rugby fanbase, Investec Super Rugby will continue to grow in a saturated market.

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

21% 10% Increase in attendance

Increase in viewership of Investec Super Rugby 2016

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

Is it possible for a brand to target both the traditional and the new fan? We think they can.

Based on our experience, we have created a checklist of rules for how brands can reach both types of fans. Brands must be: Clear on what their role is for each fan

Aware of the nuances & rituals of both audiences

Flexible with their tone of voice, changing it to suit each fan type Clear on their brand messaging Authentic in their approach

Selective with channels: Where and when to target each fan is key

Ultimately, you need to KNOW YOUR AUDIENCE.

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

/ KNOW YOUR AUDIENCE The rugby landscape is experiencing unprecedented change. As a result, we're seeing significant changes in the rugby fanbase and the ways in which fans consume and engage with the sport. Rugby is no longer dominated by one core audience; a new type of fan has emerged, exhibiting contrasting motivations and consumption behaviours. To engage both the traditional and new fan, brands must understand their audience, using insight to create activations which target the right fan, in the right way.

Brands must understand their audience, using insight to create activations which target the right fan, in the right way.

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

FIND OUT HOW TO TARGET THE RIGHT FANBASE IN THE RIGHT WAY WITH OUR FANATIC WORKSHOPS: ASSET Audit & Assess

AUDIENCE Analyse & Segment

POSITION Review & Define

WORKSHOPS

ROAD TEST Review & Develop

CAMPAIGN EXECUTION

CAMPAIGN REVIEW Evolve & Improve

Analyse & Activate

Fanatic, the fan intelligence department at Ear to the Ground, specialises in understanding the unique characteristics and behaviours of rugby fans. We use this insight to build intelligent, forward thinking activations. We've created a series of collaborative workshops that help us get to the heart of our clients' challenges and deliver award winning activation campaigns. Our audience workshop helps brands understand which rugby fan they should be targeting and how. To find out more and book your complimentary workshop introduction, get in touch. katrenshaw@eartotheground.org 07795 954 793

/ DON'T GET DUMPED - The explosion of new fanbases within Rugby Union

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