What we think » Rugby World Cup. To get involved, or not to get involved. That is the question.

Pop quiz. Name any of the six worldwide partners of the 2011 RWC.

Need help?  Well there are the usual suspects – financial services, an airline, a courier and a beer. How many did you get? Probably Heineken – the benefits of a long-time association and a beer positioned as a globetrotter.  Then maybe MasterCard, or is it Visa? But would you have got the bank – ANZ? New Zealand’s biggest bank needs to ramp up its involvement rapidly and significantly to avoid missing the boat on this show-case, made all the more emotive with New Zealand’s recent economic and natural disaster woes. This does look like hometown support from the regional player, so don’t expect to see them in England for 2015 RWC.

World cup tournaments are a crowded room from a sponsorship perspective. There are numerous tiers – Worldwide Partners, Official Partners, Tournament Suppliers and Team Sponsors. Our local brands, ANZ and Qantas have to compete against the long running participation of both Societe Generale and Emirates. The Qantas team sponsorship does feel like a good, long-term buy.

So, how are brands to stand out from the herd? In the pop quiz you may have thought of Adidas - a result of their symbiotic sponsorship [teams actually use the product!] over the long-term with the best team in the world. And yes, really great creative work also helps. The other category with a symbiotic relationship with rugby is beer. Given the bonding and conviviality are integral to a rugby day out, it will be interesting to see how Tooheys [yep, the Wallabies official beer for 8 years now] take advantage of this opportunity locally. Wars here are fought on-premise and looking at Heineken’s presence, it looks like game over for Tooheys already.

Another question. Are you just here for the audience, or do you buy into the proposition of the RWC as well? RWC is an opportunity for brands that want to target a more affluent male audience en masse in the short-term, and here your telco’s, cars, financial services and male grooming products climb into the live broadcasts. But engaging this audience in fantasy leagues, mobile apps and other types of experiential indicates your brands commitment levels to the event and the opprtunity. It’s not about right or wrong, but it is a decision. Too many sponsors get caught in the middle with contrived associations desperate to deliver the proposition, when they just want the audience. Castrol anyone? Although I’m not even sure they want the audience.

Last question, promise. Should I ambush? Well, there is only usually one ambush remembered per event – and it’s already happened so you’re too late. England’s all black away strip is not about their all-conquering arrogance, but about Nike pulling one over the All Black’s team sponsor Adidas.

Now to download the Heineken Rugby Clubhouse app.

Peter Vogel

Peter Vogel is CEO of MEC Australia