Citizen Watch UK is the new official timekeeper of Premiership Rugby as part of a two-year sponsorship deal with the world’s most competitive domestic rugby union competition.
Citizen will use the partnership to raise awareness of the brand’s new global statement ‘Better Starts Now’ within the rugby community nationwide, supporting the company’s on-going strategy to grow brand awareness amongst consumers aged 35-55yrs.
As part of the partnership, Citizen will receive branding on Premiership Rugby stadium perimeter boards and stadium clocks as well as on screen TV branding for all Aviva Premiership Rugby matches.
With nearly 2.5 million fans attending top-flight club rugby across the entire season and six million fans in the UK actively engaging with Premiership Rugby through attendance, TV and online coverage, Citizen’s brand reach will be extensive. The in-stadia visibility also has strong international reach with over 150 countries including all major rugby-playing nations tuning into games, giving Citizen a global international reach of nearly 100 million households.
Mark Robinson, MD of Citizen Watch UK commented, "We are delighted to become an official sponsor of Premiership Rugby, and to be actively supporting the best of British sport. Citizen’s new brand statement ‘Better Starts Now’ represents the simple belief that no matter who you are and what you do, it is always possible to make something better – and now is the time to start doing it. We are confident that this principle will resonate with rugby fans, and with the clubs commitment to always improving their team’s performance.”
Citizen has also secured branding rights to Aviva Premiership Rugby’s ‘Try of the Week’ and ‘Try of the Month’. They will now be called Citizen Try of the Week and Citizen Try of the Month. The Citizen Try of the Week will be decided by supporters while the Citizen Try of the Month will be featured in the ITV Sport highlights show, which has a growing viewership of nearly half a million people each weekend and the content will also be used by BT Sport which receives around 400,000 for each round of games, delivering a total reach of 30 million viewers per season across the two.
Both Citizen and Premiership Rugby will promote the new collaboration through digital communications, including a presence on the Premiership Rugby website, e-zines, and via online banners.
With a two-year deal agreed, Citizen also has plans to develop educational and charity initiatives with Premiership Rugby, as well as bespoke Limited Edition timepieces to celebrate the collaboration.
The first televised match of the season airs on BT Sport on Friday 5 September at 7.45pm, Northampton Saints v Gloucester Rugby at Franklin’s Gardens.