Objective
In partnership with a business intelligence specialist firm, we were appointed by SANZAAR to explore what the impact of a potential change in the timing and structure of The Rugby Championship could have on commercial returns and fan engagement.
Approach
Initially Pitch engaged SANZAAR, individual rugby unions and key broadcasters of rugby to define critical objectives and revenue drivers. This was in order to model and forecast potential impact on key revenue streams that could result from proposed changes. Pitch developed a go-to-market strategy with a comprehensive assessment of rights distribution and commercial branding approaches. This was supported by broadcaster interviews, audience data analysis, market insights and Pitch industry knowledge.
Results
Pitch’s insight and analysis has provided Rugby stakeholders with a clearer understanding of the potential media and commercial value to Test match rugby. This has allowed a narrower focus on potential options and supported decision making on the future Test match calendar.