The first day of August sees the official unveiling of the
Jersey Rugby Football Club's new 1st XV kit for the 2012/13 season,
their first in the National Championship. The kit carries both the
Jersey.com and
locatejersey.com branding as part of the
recently announced sponsorship agreement with the States of Jersey
Economic Development Department. To be unveiled in front of one of
Jersey's most iconic sites, Mont Orgueil, JRFC is gearing up to
become Jersey's next big visitor attraction.
Economic Development recently announced that it was sponsoring
the 1st XV team to support the marketing activities of both Jersey
Tourism and Locate Jersey. Funded from the Tourism and Locate
Jersey marketing budgets, plans are now being finalised to maximise
the exposure Jersey will receive during the team's Championship
season, to ensure as broad a reach as possible for Jersey's
promotional messages.
The sponsorship is already providing an immediate and direct
benefit to the tourism industry, promoting Jersey as a short break
destination to club supporters of Jersey's Championship opponents.
For the pre-season friendly match against Leicester Tigers more
than 400 visiting supporters are already booked to visit the
Island.
Jersey Toursim said, "The success of the 1st XV team has
provided an exciting, new route to market Jersey as a short break
destination during the shoulder months. Having prominence on the
team's kit, coupled with publicity among opposition clubs, will
assist greatly when targeting club supporters, many of whom might
be considering a visit to Jersey to support their team. Maximising
the liklihood of travel to Jersey is our priority and by driving
interest to www.jersey.com/rugby, which has been specially
developed to promote Jersey to visiting fans, we are confident we
can, in turn, convert them to visitors. Raising Jersey's profile in
this way will have a positive knock-on effect for local hotels and
businesses in the critical shoulder months which predominantly make
up the rugby season."
The sponsorship and branding of the kit produced by leading
manufacturer Kukri is also providing an exciting marketing
and audience-engagement opportunity for the inward investment
division of Economic Development, Locate Jersey.
Rugby attracts an above average proportion of successful
entrepreneurs and business leaders possessing the wealth and
risk-profile tending to suggest that they would be interested in
investing in Jersey. Via the sponsorship, and the club-to-club
links that will be developed, Wayne Gallichan and his team at
Locate Jersey are targeting such individuals through match-day
hospitality.
The 1st XV are delighted to have secured support from their
Island home. JRFC Chairman, Bill Dempsey says, "It will be
fantastic to see the team go out on to the pitch wearing the Jersey
name with pride. The team has worked incredibly hard for this
season's promotion to the Championship. The sponsorship re-affirms
Jersey Rugby Club's position at the heart of the Jersey community
and reflects the confidence the Island has in the team to promote
the Island's fantastic reputation as both a visitor and business
destination overseas."
It promises to be an exciting season for the team in the
Championship in the second tier of the English rugby pyramid
featuring games against teams such as Cornish Pirates, London
Scottish, Newcastle Falcons and Bristol. Jersey will also compete
in the British and Irish cup against teams including Leinster 'A'
from Ireland and the Welsh club, Pontypridd.
A number of Championship matches will be televised on Sky
Sports, further enhancing the value of Economic Development's
marketing investment. This exposure will be a first for Jersey and
will give both the Jersey Tourism and Locate Jersey websites
valuable profile amongst a wide-ranging audience of potential
visitors.
Media coverage is also starting to appear, with Jersey's
promotion to the Championship receiving excellent attention. The
latest article by the Independant on Sunday correspondent, Hugh
Godwin on ESPN Scrum (see www.espnscrum.com/england/rugby/story/167519.html
for online version) provides one good example.
Destination sponsorship of sports clubs is not new. Well-known
examples of destinations to have benefited in this way include
Malta Tourism Authority's sponsorship of Sheffield United Football
Club and Invest Africa, through its partnering with Sunderland AFC,
who have promoted the opportunities and benefits of doing business
in Africa to a global audience. - ENDS
