Leinster rugby and the battle for hearts and minds

Much like the championships and trophies accrued by teams on the field of play, the sustained commercial success of a sporting organisation does not happen by chance.

Sports industry expert Rob Hartnett believes Leinster Rugby have been particularly good at planning for both and a Champions Cup final victory in Bilbao on Saturday will not only strengthen the province’s brand but its long-term battle for hearts and minds.

Hartnett, founder and chief executive of Sport for Business, a professional network of leaders linking the sports industry and business, has been impressed by Leinster’s development as a sporting brand, a position cemented last week by its agreement of a five-year kit deal with adidas and Lifestyle Sports as their official retail partner.