Cloverdale Cricket and Sports

Alcoholic products like beer are associated with many sports, especially big championship games or events. The Rugby World Cup is considered by many sports observers to be one of the biggest global events in the world and a particularly large occasion for beer drinking.

Beer companies, especially a global beer brand like Guinness, need to associate themselves with such events. Rugby has its roots within the United Kingdom and in Ireland, so several draught beers are typically associated with the sport. Whether it is before the game, during the Cup, or after the Cup, fans want to imbibe on alcohol as a celebration of the event.

The Rugby World Cup welcomes corporate sponsorship and advertisements from beer companies from around the world during the games. Hence, trying to market the beer company during advertisements leading up to and on the days for the Rugby World Cup are essential marketing strategies. This can also tap in with the typical countries that usually host or play in the Rugby World Cup: mostly European countries that have a popular beer culture. Global and regional beer brands that come from the UK, Ireland, South Africa, France, Germany, Russia, New Zealand, Australia, among others, are popular locations for national rugby teams and hosts to the Rugby World Cup.

The marketing strategies can also utilize a lot of new media, like social media, to get the advertisements across a larger customer base. Watchers of rugby might not have the chance to watch many games on the television, so they might turn online for coverage or play by play. These customers might also associate themselves with social networks that are catered to the Rugby World Cup or rugby in general. Catering ads within these markets will be a benefit to global beer producers.

For example, Guinness made a YouTube advertisement for the Rugby World Cup for 2011 held in New Zealand. This one minute ad shows the primal spirit of rugby with men battling on a muddy field for supremacy. The men are dressed as knights and medieval British warriors, preparing for a fierce “capture the flag” like battle. The battle soon appear to mimic the procedures and sporting styles found in rugby. The winning player looks up as he puts his flag down on the muddy ground and an image of Guinness draught is shown, foaming right after it is poured. Such commercials will resonate with rugby fans and beer lovers during the Rugby World Cup.

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