Rugby to the Core

At the start of 2015 we were appointed to manage Kingstone Press Cider’s partnership with the Rugby Football League.

And we planned and managed Kingstone Press Cider’s most ambitious sponsorship yet: their partnership with England Rugby League, Super League, Kingstone Press Championship and League One and the National Conference League.

Kingstone Press tasked us to create a brand experience to launch their sponsorship as the ‘Official Cider of Rugby League’, to support its new ‘Rugby to the Core’ brand positioning.

Our answer: a fun launch event to kick off the new Super League competition.

As one of the most high profile club rugby competitions in Europe, the tournament saw the best domestic sides across England and France compete for the championship, and all 12 captains attended the launch, which was covered by more than 60 media outlets.

Kingstone Press staff led exclusive Q&As with the First Utility Super League captains, quizzing the leading men on their teammates ahead of the big kick-off, while also testing their hand-to-eye coordination in the Kingstone Press ‘Pressed for Time’ Challenge.

On a busy day of content-gathering and media interview opportunities, the Kingstone Press sponsorship zone drummed up excitement and created a memorable event for the players as they competed against each other.

Kingstone Press has a refreshingly different approach and throughout their first season as the ‘Official Cider of Rugby League’, we have been at their side creating and delivering truly innovative campaigns for Rugby League fans.

We continue to advise Kingstone Press on all aspects of their sponsorship programme, from strategy through communications and activation. This is particularly important as Kingstone Press has reshaped its sponsorship portfolio following an increase of commercial rights in Rugby League. We act as the strategic counsel for their Rugby League sponsorship, working in a central role to provide specialist guidance on all aspects of the sponsorship. Key to the success of the partnership will once again be placing the sponsorship at the centre of a fully-integrated campaign, involving ATL, BTL, digital and PR. The activity aims to have a direct impact on volume sales, with Kingstone Press looking to become the leading brand in the sector for the first time in its history.