England exit from home Rugby World Cup does not change sponsors' strategy claims Mastercard's Robichaud

England's early Rugby World Cup exit will not impact sponsors' strategy during the tournament, Robichaud claimed ©Getty Images

England’s exit from their home Rugby World Cup was “disappointing” claimed Michael Robichaud, senior vice-president of global sponsorships at Mastercard, but he does not believe that the sponsor's approach to the event will be altered as the tournament progresses.

The global payments firm are one of several sponsors of the 2015 edition of the tournament, having extended their association with the quadrennial event after New Zealand 2011, which the hosts went on to win.

By contrast England became the first host nation to exit the tournament at the group stage, following their 33-13 defeat to Australia on Saturday (October 3), but Robichaud does not believe enthusiasm for the tournament has dimmed in the country following the loss.

Robichaud was speaking at the Leaders Sport Business Summit 2015 here today, during a session on branding titled “Lessons in Activating a Global Partnership” which saw a prominent focus on sponsorship and advertising at major sporting events or of teams.

He explained that Mastercard had worked closely with the promotion of the tournament throughout the world, especially with established rugby nations such as Australia, New Zealand, South Africa and Argentina.

As a consequence of that work, which included placing countdown clocks in those countries, Robichaud believes the company have been able to tap into global markets through their sponsorship of the tournament, but expressed his view that a sponsor needs their product to have a natural fit with the story of a major sporting event.

For instance, in addition to advertising at train stations and stadiums, the decision was made to install pay points at the venues to make the experience easier for fans.

Mastercard were also sponsors for the 2011 edition of the World Cup, which was won by the hosts New Zealand ©Getty Images

Following that decision, Robichaud feels the sponsor has been able to “earn its business” rather than forcing their products upon fans, with the added accessibility at venues making it more likely spectators would use their cards during the tournament or in the future.

The topic of how sponsors aim to garner business with fans through sport was also investigated by Phil Clement, global chief marketing and communications officer at risk management firm Aon.

With the company’s sole sponsorship deal being with Manchester United Football Club, Clement argued that sponsors needed to innovate and work with their partners to develop a unified message.

Having achieved that target he argued the partnership would have more chance of success as through mirroring their brand with sport it had the power to win “hearts and minds”.

The Leaders Sport Business Summit was held at Stamford Bridge with more than 1,500 of the industry's most influential people sharing insights and sparking discussions to help shape the future of sport.