“Rugby Den” was developed and launched as a new product and brand for the 2013 6 Nations Calcutta Cup and 2013 British & Irish Lions Tour.
In 2013 Rugby Den generated over £1.1million / A$2 million of hospitality sales across the UK and Australia. 4,000 corporate guests experienced and enjoyed Rugby Den all of which were new business for both the Australian Rugby Union and Rugby Football Union.
Rugby Den is a seated hospitality proposition, with high customer service levels, and an informal relaxed “rugby club” style atmosphere. Rugby Den has welcomed many enthusiasts across the globe to major rugby union events, and created an alternative hospitality offering for entertaining and networking amongst like-minded fans.
Working in partnership with rugby union governing bodies including the ARU, RFU and Scottish Rugby, Rugby Den helped achieve hospitality objectives of stadia and governing bodies worldwide through a targeted sales and marketing strategy.
The ARU objectives were to create an entry level hospitality proposition, to leverage the large demand from Lions fans. The ideal solution would be scalable across matches and sustainable after the Lions tour.
Twickenham Experience wanted to target a new audience with an accessible entry level hospitality option for selected matches. The ideal solution would avoid cannibalisation of the existing hospitality market, and generate new business to Twickenham.
Scottish Rugby, also looking for new audiences, appointed MatchPoint from 2014 – 2017 to offer Rugby Den onsite and offsite (match dependent)
The solutions for all were a similar product and brand, similar sales methods but marketed to different audiences in different geographies.
Targeted sales and marketing campaigns were implemented by MatchPoint’s teams in Australia, UK and Hong Kong.
In 2013 Rugby Den generated over £1.1million / A$2 million of hospitality sales across the UK and Australia. 4,000 corporate guests experienced and enjoyed Rugby Den all of which were new business for both the Australian Rugby Union and Rugby Football Union