ESPN and Land Rover team up to relaunch Scrum rugby website

by Dan Leahul, Brand Republic 23-Oct-08, 11:10

LONDON - Sports network ESPN announced that it will re-brand and relaunch the rugby website Scrum.com as ESPNscrum.com and has named Land Rover as its exclusive launch partner.

The campaign looks to strengthen Land Rover's association with English rugby by generating response through brochure request and test drives.

In August, Land Rover announced a four-year sponsorship agreement with both Premier Rugby, the umbrella organisation for England's 12 professional clubs, and the Rugby Football Union.

The new website incorporates improved usability, a new look and enhanced stats and news coverage and will see Land Rover's brand incorporated into all promotional communications, including offline and event marketing built around the relaunch.

Tom Gleeson, vice president digital media at ESPN, said: "Land Rover has proved to be a long-term supporter of rugby, and we are sure this association will have a true resonance for ESPNscrum's loyal and growing user base.

"There is a strong correlation between the two brands' users, and we see it as a very natural relationship at this major moment in the evolution of Scrum.com."

ESPN recently snapped up and re-branded Cricket website Cricinfo.com and football site Soccernet.com.

Last week it announced the launch of a new online video player that allows UK internet users to stream live and on-demand coverage of US sports.