A collaboration approach to align brand strategies and maximising the World Cup Impact.
Ahead of the Rugby World Cup, RugbyWA worked with VML to deliver a high impact strategy session bringing together RugbyWA and its key partners. The goal - to align brand objectives, uncover joint marketing opportunities, and position all stakeholders to capitalise on the energy of the tournament. This collaborative approach not only strengthens commercial relationships but also sparks new ideas that are delivering value well beyond game days.
RugbyWA and its partners were gearing up for a major marketing opportunity around the Rugby World Cup. However, with multiple stakeholders, varying brand priorities, and a short lead time, a cohesive approach was critical to maximise impact, avoid duplication, and strengthen B2B collaboration.
VML developed and facilitated a tailored strategy session designed to align RugbyWA and its commercial partners. The session combined market insights, Rugby World Cup trend data, and brand collaboration workshops. A key focus was on unlocking joint initiatives, identifying crossover audiences, and creating a shared campaign framework that supported both RugbyWA’s brand and partner objectives.
The session produced a clear set of collaborative marketing actions, several co-branded initiatives, and stronger commercial alignment across the RugbyWA partnership network. Early results include cross-promotional campaigns already in market, stronger partner engagement, and a foundation for long-term commercial collaboration beyond the Rugby World Cup.
"Bringing together like-minded organisations for a day of goal setting and creative ideation was a pleasure to be a part of,” Antoni Buccini, VML Strategist, said.
"RugbyWA’s fearless drive to promote the game for all of WA, leveraging its strengths with those of key stakeholders, helped to unlock shared opportunities for growth and sustained success."
As the Rugby World Cup creeps closer, RugbyWA and its partners are positioned to leverage the incredible opportunity for growth and development across a variety of sectors, for the betterment of the game and the state.
Key Takeaways:
- Align early around major events
- Facilitate collaboration, not competition
- Focus on audience overlap and joint value creation
