Hospitality Uncovered: A Discussion
Kicking off with a rugby focus in the lead up to the Rugby League World Cup being hosted in England this year, the first of our webinar series explores corporate hospitality. How can the industry benefit communities and promote sports at all levels?
MC’d by Sarah Butler from Stats Perform, hear from Jodie Cunningham, ambassador and community engagement lead at RLWC 2021, Zoe Pickering from Splendid Hospitality and Lynsey Douglas from Nielsen Sports.
Read our key insights and watch the full review below.
Promoting Women in Sport
Research shows that 84% of sports fans are interested in at least 1 women's sport. The 2021 Rugby League World Cup opens up huge opportunities for the women's teams who have previously flown under the radar and offers them a platform to increase their viewership and exposure to their talent.
A Positive Influence for Brands
The 2021 RLWC is a shining example of how brands can get behind positive values and support key goals such as diversity, inclusion and equality. Fan analysis research indicates that sponsorship and hospitality drives favorability of the brands and companies that are associated with that event. Consideration increases 70% as fans have positive experiences that they then relate back to the sponsor.
Establishing Grassroots
The Rugby League promotes grassroots projects in host cities that deliver social impact programs such as mental fitness courses that will have a long lasting positive impact on the lives of the players, fans and staff who are working hard to bring the tournament to fruition, long after the tournament has finished.
An Equal Playing Field
This year in a break through tournament, men's, women's and wheelchair games will be hosted together on an equal playing field for all athletes. The women's and wheelchair leagues will get the opportunity to benefit from equal promotion, sponsorship and therefore more exposure on their sport and talent. This marks a step in the right direction for equality that will inspire youngers generations to get involved with the sport, regardless of gender or ability.
Driving Long Term Tourism
When fans have positive experiences they want to tell their friends and family about it. Research indicates that around 60% of spectators recommend host cities to their friends and family after an event. This increases the likelihood that fans will return to those key cities, continuing to explore what they have to offer whilst spreading the message to their social circle and thus driving long term tourism.
Supporting Local Communities
The RLWC is helping to reinjecting life back into local hospitality venues across the country after national lockdowns have restricted them of much-needed business and support. Staging events in 18 host cities across the UK, tourists and fans will be travelling to hotels, stadiums and venues, supporting local communities and creating employment opportunities at a crucial time for many.