Ian Mallon: Is rugby now an indomitable force in sports sponsorship?

A Rugby World Cup and a Netflix series ahead of next Spring’s Six Nations Championship, will bring the union’s commercial division that most sought-after asset – new audience.

18 March 2023; Mack Hansen of Ireland is tackled by Jack van Poortvliet of England during the Guinness Six Nations Rugby Championship match between Ireland and England at Aviva Stadium in Dublin. Photo by Ramsey Cardy/Sportsfile

WITH a suite of commercial partners which could bring in €15m for the current financial year, Irish rugby is the sweet spot for sports sponsorship.

A Rugby World Cup - with the team positioned as world number one entering the competition - and a Netflix series ahead of next Spring’s Six Nations Championship, will bring the union’s commercial division that most sought-after asset – new audience.