Core disciplines: Events, Experiential marketing

England Rugby Sponsorship

The Brief

In 2016, Old Mutual Wealth took over as Principal Partner of England Rugby, a four year sponsorship with naming rights to both the newly titled Old Mutual Wealth Cup in May and the Autumn Internationals which cover both the Men’s and Women’s senior England teams. Our role is to design, produce and run the 300 person capacity hospitality suite for every match day at Twickenham and manage the allocation & distribution of ticket assets across both the Men’s and Women’s matches.

The Solution

Understanding the key Old Mutual brand values and incorporating their campaign line of ‘Invest in Life’, Infrared designed a multi-zoned hospitality area in the Grand Slam suite at Twickenham Stadium. To adhere to FCA regulations, we also built a fully branded online guest management system to capture key business case information for invited guests. We are responsible for the end to end delivery of the suite, including all liaisons with the RFU Commercial team and key stakeholders at Twickenham Stadium.  In addition, we managed and distributed over 1,600 ticket only assets across the five Old Mutual business units.

The Outcome

For the Old Mutual Wealth Series in November 2016, Infrared built and managed the Grand Slam Suite, taking it from an empty shell to a fully branded Old Mutual experience.  This included the hire of talent and England Rugby players for a post-match Q&A. Of the 1,200 hospitality guests who attended, our suite was given a 5 star rating with over 95% saying it was an ‘outstanding’ experience.

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