IRB signs up SNCF as World Cup sponsor

by Drew Barrand, Marketing 12-Apr-06

The International Rugby Board (IRB) has sold the last of its six top-tier sponsorship packages for the 2007 World Cup in a deal with French transport and logistics firm SNCF.

With 18 months still to go before the event kicks off in France, the IRB
has filled all its allocated worldwide partner slots. SNCF joins Visa
International, EDF Energy, Peugeot, GMF and Societe Generale.

Each is believed to have paid about £3m to associate themselves

with the tournament. In the case of SNCF, much of this payment is likely
to take the form of a value-in-kind agreement through the provision of
transport and logistical support for the event.

The tournament organisers expect to accrue at least £60m from the
sponsorships and the sale of TV rights to the 2007 tournament.

ITV Sport has secured the UK TV rights to the event after agreeing a
two-tournament contract, worth an estimated £40m, ahead of the
2003 Cup.

Sports marketing agency IMG negotiates sponsorship deals on behalf of
the IRB Rugby World Cup Board, while its broadcast subsidiary TWI is
responsible for TV rights sales.