• Client log in
  •   All Countries  
      All Countries  
    Everything in
      All Countries  
      UK  
      US  
      France  
      Germany  
      Italy  
      Ireland  
      Spain  
      China  
      Other  
    Unlocked in
      All Countries  
      UK  
      US  
      France  
      Germany  
      Italy  
      Ireland  
      Spain  
      China  
      Other  
  • | Contact Us   
Contents
Report homepage
Contents
Introduction and Abbreviations
Executive Summary
Market Factors
Market Size and Segmentation
The Supply Structure
Profitability of the Game
Rugby Marketing and the Media
The Consumer
The Future
download as rtf | download as zip | print
Rugby - Ireland - May 2004
Table of Contents

Introduction and Abbreviations

Executive Summary

Rugby since professionalism

Fostering the playing base

Developing top class facilities

Significance of regions

The future

Market Factors

Rugby as a participation sport

Health and fitness

Demographic influences

Media influence

Supply side factors

Facility development

Youth development programmes

Government funding

Sponsorship

Market Size and Segmentation

Rugby players in Ireland

Club fees and affiliation to IRFU

Regional differences in popularity of rugby

Figure 1: Domestic profile of Irish rugby, by region, 2003
Figure 2: Number of IRFU affiliated clubs per branch, 2003
Figure 3: Rugby clubs, by counties and divisions, 2003
Figure 4: Percentages of AIB AIL clubs per county

An opportunity for development

Adult participation in sport

Figure 5: Adults who belong to or visit sports clubs regularly, NI, 2002 and 2003
Figure 6: Adults who belong to or visit sports clubs regularly, RoI, 2002 and 2003

The Supply Structure

Rugby administration in Ireland

The National Stadium

Rugby teams

International level

Provincial level

Club level

Competitions

Allied Irish Banks All Ireland League

Celtic League

Schools Cup

European Rugby Cup Heineken Cup

Royal Bank of Scotland Six Nations

Rugby World Cup

Profitability of the Game

Is Irish Rugby in profit?

Figure 7: IRFU cumulative operating deficits, 2000-04

IRFU income

Figure 8: IRFU income, by source, 2002-03

Funding the professional game

Figure 9: IRFU Expenditure, by category, 2002-03
Figure 10: IRFU professional game expenditure, by category, 2002-03

Generating more income

Rugby Marketing and the Media

Professional rugby and the media

Sponsorship and endorsement

Main Sponsors of Irish rugby

Figure 11: Main sponsors of Irish rugby, 2004

Provincial sponsorship

Figure 12: Provincial rugby sponsorship, 2004

Case study: Grafton Belfast Harlequins RFC

Figure 13: Harlequins sponsorship, by cost of various packages, 2004

Merchandising

The Internet

The Consumer

Demographics of the rugby audience

Figure 14: Level of interest in rugby union, NI, 2002 and 2003
Figure 15: Level of interest in rugby union, RoI, 2002 and 2003
Figure 16: Adults who have paid to watch/Like to watch on TV/read about rugby union in NI, 2002 and 2003
Figure 17: Adults who have paid to watch/like to watch on TV/read about rugby union in RoI, 2002 and 2003

Active participation in sport

Figure 18: Active participation in sport or exercise by adults in RoI and NI, 2003

Spectating

Television spectators

Figure 19: Adults who have paid to watch sports, games and activities in the last 12 months, RoI, 2002 and 2003
Figure 20: Adults who have paid to watch sports, games and activities in the last 12 months, NI, 2002 and 2003

Rugby audience lifestyles

Figure 21: Positive responses to lifestyle statements by all adults and all adults who follow rugby union in NI, 2003
Figure 22: Positive responses to lifestyle statements by all adults and all adults who follow rugby union in RoI, 2003

Audience awareness of advertising

Figure 23: Awareness of advertising at sporting events in RoI and NI, 2003

Levels of drinks experimentation

Figure 24: Experimentation with new drinks by adults in RoI and NI, 2003
Figure 25: Loyalty towards beer brands among adults in RoI, 2003

Irish financial awareness

Figure 26: Uptake of professional financial advice among adults in RoI and NI, 2003
Figure 27: Awareness of personal finance amongst adults in RoI and NI, 2003
Figure 28: Understanding of customer needs amongst banks in RoI and NI, 2003

The Future

IRFU assesses the future…

…and identifies strategic goals

Prospects for Connaught team hang in the balance

A national stadium to reflect rugby’s new importance

Importance of the major tournaments

Development effects on numbers and revenue

Ulster considered best supported team