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Intersport - August 2011
This year’s rugby World Cup provides independents the opportunity to stand out from the crowd, so says Intersport general manager Tom Foley.
Independent sports retailers tend to have a focus and passion within a specific sport but then they will also have a multisport offer to service the local community. Whilst this gives not only a great product offering and service to the local consumers it also builds links with local sports clubs, associations, schools and colleges, giving them even stronger customer contacts in specific categories.
With the UK being the largest football market in the world and such a focus being given to all of the international events, the independent sports retailer has the chance to stand out from the crowd this year with the Rugby World Cup 2011, building further on their local rugby communities.
The tournament is one of the largest international sporting events in the world, surpassed in scale only by the FIFA World Cup and the summer Olympics. The RWC2011 finals take place in New Zealand between September 10 and October 22 but interest in the event starts well ahead. From its inception in 1987 it has massive worldwide coverage with 8,500 broadcast hours of TV, an audience of over 4,200 million and economic activity of $1.15bn.
Rugby World Cup official licensed product ranges offer a great enhancement to the rugby collections already carried by stores and the combination of the famous logo, the products and the interest in RWC2011 makes them a must-stock item. At Intersport, we have developed the rugby collections even further to maximise the sport’s increased exposure in 2011.
For instance, offering members exclusive products from key brands with an enhanced campaign developed with Canterbury featuring an exclusive boot and ball from the Uglies collection. The campaign is highlighted with instore PoS and then nationally in rugby press, specifically placed in RWC2011 editions, and with online promotions to drive customers into stores.
Tom Foley,
Intersport UK general manager
