Value for money brand awareness from Exeter Chiefs

As the rugby season settles into its regular rhythm, Exeter Chiefs' main sponsors are beginning to enjoy the extensive brand exposure afforded by their investment in the club.

The TNT teaser for the Gallagher PREM season propelled current main front of shirt partner, Outfox Energy, into the national limelight with rugby fans from across the UK representing a cumulative audience of 10.3 million.

But TV coverage is just one platform where sponsors gain significant brand exposure. Newspapers, magazines, posters, leaflets, adverts, signage, merchandise, websites and social media, of course, ensure millions of pairs of eyes get sight of the Chiefs sponsors’ branding.

Data from Nielsen has revealed that Chiefs kit sponsors benefited from 178 million social media impressions last season, which would equate to a media spend of £3 million to get the same brand exposure.

Head of commercial at Exeter Chiefs Colin Woods said: “Being a shirt sponsor is not just a nice-to-have for a business, it represents real value in terms of multi-media brand exposure and a tangible return on investment for marketing budgets.

“There is also credibility by association; the kudos of being aligned with a rugby club like Exeter Chiefs. Supporters switch their brand loyalty to a product or service advertised by their club. Sponsors also align their reputation with other rugby club sponsors, such as Dyson, Red Bull and so on. Put simply, a shirt sponsor adds gravitas to a business’s image.”

Woods added: “Our sponsors also experience an uplift in candidates responding to career vacancies as again the association with Chiefs comes into play, therefore helping to reduce recruitment costs.”

Aside from Outfox Energy, Exeter Chiefs men’s current shirt sponsors include Crew Clothing Company, FDS, Focus Group, RD Johns, Sandy Park, University of Exeter and VX3.

The women’s main front of shirt partner is Focus Group complemented by Camper Coffee Co., Crew Clothing Company, Porter Dodson, Sandy Park, structureHaus, The Maynard’s School, University of Exeter and VX3.

The commercial team is already in the process of renewing shirt and short sponsors, and seeking out new partners for next season. If your company or organisation would like to explore this route to multi-media brand exposure. Please email kitsponsorship@exeterchiefs.co.uk.