Media Benchmark of Rugby World Cup 2007 Sponsors and Partners

Factiva Insight™: Media Benchmark
Media measurement with perspective

Project: Rugby World Cup 2007
Version: 8.3

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Table of Contents
.
3. Heineken – unlucky, clumsy, ill advised or a clever marketing ploy

4. Trend Analysis: Official Sponsors

5. Trend Analysis: Partners

6. Trend Analysis: Official Suppliers

7. Volume Analysis: Partners, Sponsors and Official Suppliers

8. Share of Voice Analysis: Partners, Sponsors and Official Suppliers

9. Volume Analysis: Sports Clothing/Footwear

10. Share of Voice Analysis: Sports Clothing/Footwear

11. Volume Analysis: Banking

12. Share of Voice Analysis: Banking

13. Volume Analysis: Sports Clothing/Footwear - Rugby World Cup vs Roland-Garros

14. Volume Analysis: Banking - Rugby World Cup vs Roland-Garros

15. Conclusion

16. Methodology

17. About Factiva Insight

Project Name: Rugby World Cup 2007

© 2007 Factiva, Inc. All rights reserved.

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Heineken – unlucky, clumsy, ill advised or a clever marketing ploy…
You decide

» Drinks producers in France must respect something called the 1991 Evin Law, which makes it illegal to advertise
alcoholic drinks in association with situations of good luck, achievement, daring or sport. A story from the AAP
explained that the International Rugby Board (IRB) had “fought long and hard for a government exemption to allow
beer to be sold at grounds once France won the bid to host the 2007 Rugby World Cup” (11/09/07). IRB
spokesperson Greg Thomas was quoted as saying “Unfortunately we have to abide by French law.”

» Only days later a French court case brought by French anti-alcohol addiction association (ANPAA) rules against
Heineken (Irish Times: 14/09/07) and forces it to withdraw its redrawn World Cup logo (Just Drinks: 04/09/07) and
immediately remove banner advertisements from outside bars in the streets around France, promoting the brand.

» The legal screw tightened further after the Judge added that the company also had to withdraw advertising, citing one
of “the visuals as six bottles depicting a lineout and a bottle top as a rugby ball. Another showed a full beer glass, with
a red star and the word Heineken on it, with a stadium as a backdrop” (Irish Times: 04/09/07 & Strategies: 11/09/07)

» With the case to continue in the coming months after the Rugby World Cup is over as Heineken takes its opportunity
to appeal the judgement, The Strategies article goes on to cite Heineken senior communication managers as being
relaxed about the situation as the tournament was almost over and that “there would be little consequence from the
point of view of publicity and our involvement in the tournament” – were they right?



4

Trend Analysis: Official Sponsors

14/09 - French court
rules against Heineken’s
publicity
08/04 – Heineken
launches digital
interactive adverts 21/05 – Heineken European
Cup rugby confirms full
English and French teams in
tournament for 2008 02/10 - French court
now rules against
Heineken’s visuals

07/09 - Start of World Cup Argentina surprise
win over hosts and favourites France



5

Trend Analysis: Partners



6

Trend Analysis: Official Suppliers



7

Volume Analysis: Partners, Sponsors and Official Suppliers

Sept/Oct - SNCF frequently mentioned in context of its official partner role and in
terms of transporting fans to matches. Week 42 peak is linked to fear that major
strike will prevent access to the final.

Official suppliers to the Rugby World Cup Adidas also sponsors of the New
Zealand All Blacks – made capital out of association with the favourites to
win the World Cup, the Kiwis, before the team crashed out in the Quarter
Finals at the hands of France

20/09 – Gilbert investigate claims that balls being used are
replicas after players doubts

03/09 - Orange using World Cup 14/02 - Emirates were the official airline of Rugby World Cup –
to drive uptake and usage of its backing up the tie in with TV and press ads in Australia, New
Orange World WAP portal Zealand and South Africa



8

Share of Voice Analysis: Partners, Sponsors and Official Suppliers

» Heineken dominates in
terms of share of voice with
nearly one in four of all
articles about Partners,
Sponsors and Official
Suppliers mentioning the
company

» SNCF becomes 2nd in
share of voice in one week
with the heavy coverage on
rail strike potentially
preventing access to the
final, traffic was reported
almost back to normal on
final day



9

Volume Analysis: Sports Clothing/Footwear

» Although Adidas is an
official supplier of the
Rugby World Cup other
companies have gained
capital from the
tournament too.



10

Share of Voice Analysis: Sports Clothing/Footwear

» Official suppliers to the World Cup –
sponsors of World Cup favourites the
All Blacks and embroiled in a change
of jerseys controversy in the group
stage of the competition – with a
potential jersey clash against
Scotland – Adidas snatched the lion
share of voice in the months leading
up to the Rugby World Cup



11

Volume Analysis: Banking

» At the start of September, Société Générale
reported lower than expected earnings on the
eve of opening the Rugby World Cup – its
sponsorship of the tournament was mentioned
on many occasions in these reports

» So sponsorship of a major event can ‘rub-off’
on the image of a company sometimes in the
most unexpected way



12

Share of Voice Analysis: Banking

» However, in terms of pure volume in the
mainstream media, brand linkage with the
Rugby World Cup there have undoubtedly
been tangible benefits for Société Générale
as the chart below suggests



13

Volume Analysis:
Sports Clothing/Footwear - Rugby World Cup vs Roland-Garros

» Puma produced the outfits for the
Samoan rugby squad

» The company ran a competition
for young designers to create the
Samoan squads jerseys

» Puma also had former World Cup
Winner Jason Robinson of
England as a star and England
has made it all the way to the
tournament final



14

Volume Analysis: Banking - Rugby World Cup vs Roland-Garros

» BNP Paribas has
sponsored Roland-
Garros since 1973
hence the high name
check recognition with
the tournament (82%)
» Société Génerale is a
Worldwide Partner of
the 2007 Rugby World
Cup (84%)



15

Conclusion
.
» Heineken’s sponsorship of the Rugby World Cup has brought them 1-in-4 levels of press mentions
» Adidas has gained from ties to the World Cup and from association with the New Zealand All Blacks
» Orange has gained as customers sort more content from its WAP portal and now it must keep them
» Gilbert’s balls were talked about by the World’s most famous Rugby place kickers – enhancing brand recognition
» Emirates was seen as the ‘airline of the Rugby World Cup’ – also gaining in brand cache from the link
» Puma ran a clever campaign – as a non-official sponsor – and got the hyped it sought through its association with the
Samoan Rugby World Cup squad and through its ties to England full back Jason Robinson
» SNCF would have preferred to have been mentioned in a more positive context, but, alas, the transport strike on the
eve of the world cup final put paid to that hope.

“Most gained something from this tournament, some more than others,” said Factiva Insight’s Dr Matthias Hoffmann.
“Now that the tournament is offer it is time to evaluate the return on investment that the Rugby World Cup brings –
and that is the role of Factiva Insight.”



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Methodology

Overview

A database search methodology was utilized for this project. Media coverage was based on Factiva, which covers over
10,000 publications and media outlets worldwide. This study analyzed coverage from the Factiva global media set
unless otherwise specified.

Media Set

Press releases were excluded from this analysis by the exclusion of all “paid-for” wire services, except where stated
otherwise. Datamonitor Profiles, News and Comment and Premium Research Reports were also excluded to ensure a
high relevancy of the underlying data set. Routine General News and Republished News were also excluded.

Search construction

Term search strings used for investigating products, terms, market issues and individuals were constructed using
Factiva’s predetermined codes unless otherwise noted. Refer to the notes section of each statistical graph for an
explanation of search parameters.

Report period

The time period for the searches in this Benchmark was January 1st – October 21st, 2007.



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About Factiva Insight

Factiva Insight: Benchmark
Factiva Insight: Benchmarks provide a high-level view of a client’s competitive media landscape. While each Benchmark is custom-designed for
a particular client, product or market space, most have several metrics in common. Benchmarks measure the amount of coverage driven by a set
of competitive companies and demonstrate which companies lead in media Share of Voice. Benchmarks often measure how company and
product coverage change over time and can include analysis of key issues and messaging. Through Factiva Insight: Benchmark reports we can
help you determine which competitors “own” or are most closely associated with key issues, market positions or technologies. Top publications
covering a space are easily identified in a Benchmark report and a review of and key reporters or market analyst can be included in Benchmark
advanced offerings . If you need it we can measure it, if not with a Benchmark than with one of our other custom analysis.
Factiva Insight
Factiva Insight helps you visualize media coverage in the context of issues driving your marketplace and enables you to correlate that information
to business outcomes. With more meaningful analysis about the ways your organization is perceived, you can develop strategies that help you to
nurture your reputation and shape communication strategies to drive sales growth, increase earnings and achieve business objectives.
Factiva Insight leverages one of the world’s most comprehensive global collections of traditional and social media, including content in 22
different languages.
Your media focus and metrics are unique to your organization. Factiva Insight’s Media Lab experts work with you to create your custom-
configured solution to deliver high quality, accurate results.
Factiva Insight Media Lab Executive Report Services
Experts from the Factiva Insight Media Lab develop custom-configured research strategies to produce superior media analysis and package the
results in easy-to-understand reports such as this. Media Analysts with expertise in reputation, media and communications work with you on
projects to help measure programs, devise research solutions and benchmark media results. With years of experience in measuring editorial
coverage of companies, products, technologies and brand attributes, you can rely on our expertise to produce customized solutions to measure
what you need, when you need it.
More information: http://factiva.com/factivainsight



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