How Six Nations partnered with Monterosa to deliver best-in-class sponsorship innovation and fan engagement strategy

Six Nations Event Centre

About Six Nations Rugby

Six Nations Rugby is the official organising body of the annual Six Nations Championships and Autumn International Series.

Working in partnership with its member unions and federations in England (RFU), France (FFR), Ireland (IRFU), Italy (FIR), Scotland (SRU) and Wales (WRU), Six Nations Rugby has responsibility for the promotion and operation of the renowned Six Nations Championships and Autumn International Series, as well as the negotiation and management of their centralised commercial rights.

The Six Nations Championship is the oldest international rugby tournament in the world, dating back to its original incarnation in 1883 and expanding to its current format of six teams in 2000. It consists of three highly competitive annual tournaments across men’s, women’s and U20s rugby

The Challenge

Six Nations Rugby were looking for a unique solution to increase overall audience size and to boost levels of engagement. Another key goal was to drive first-party data collection, turning engaged users into 
converted users.

They also needed a platform for building new and innovative sponsorship opportunities – thus increasing revenue.

Selecting a partner

Once Six Nations had established their need to increase fan engagement and drive first-party data capture, they ran a trial with Monterosa for the Autumn Nation Series Player and Try of the Week votes, to see how the platform and team supporting the event compared with other alternatives.

During the evaluation, it was clear that our platform was easy to use and totally reliable, which led to Six Nations choosing Monterosa as their preferred platform for publishing interactive content. This laid the groundwork for an expansion of our partnership, allowing us to deploy new ways of increasing engagement before, during and after each match.

The ability to create new sponsorship opportunities was also a key driver in the platform selection process. Our Experiences along with the expertise of our award-winning designers and producers, combined to create flexible and unique sponsor activations.

The Solution

Ahead of the tournament, Six Nations launched a range of Experiences, powered by Monterosa / Interaction Cloud. These were available in their app and website, and provided fans with multiple ways to get involved.

The Experiences, designed to boost engagement, included the Guinness Six Nations Predictor, where fans could predict the winning team in each fixture, as well as cast a vote for Player and Try of the Week.

In response to the goal of finding ways to generate sponsorship opportunities, we created a customised Experience challenging fans to guess the minute in which the first try would be scored. And as a way of driving first-party data capture, we combined Try Timer with our Competition Element, meaning fans who signed up could be in with the chance of winning a Brietling watch.

The Results

By partnering with Monterosa, Six Nations saw 198.2k unique visits across all Experiences.

  • Of these users, 111.7k engaged with an Experience, providing an overall engagement rate of 56.4%
  • 63.4k competition entries captured

In addition, the Breitling Try Timer proved a highly effective way of engaging and converting users. It was a great example of how our flexible Experiences can be customised to deliver tangible results for our customers and their partners.

The Breitling Try Timer Experience generated a 73% interaction rate

  • 40% of users opted in to receive marketing communications from Breitling
  • 92% of users who started the Try Timer Experience completed a competition entry
  • This equated to an additional 11.7k contactable users
  • Try Timer provided Brietling with measurable value of their sponsorship
How it works

By partnering with Six Nations, we have been able to integrate fan engagement into their existing content strategy to revolutionise the event experience for fans.

We launched a range of lightweight fan engagement Experiences, seamlessly integrated into its digital properties - including a Tournament and Round Predictor, Guess The Minute, and Voting.

Each Experience was designed to deliver value to sponsors as well as collect valuable first-party data to feed through to 6 Nations’ CRM – all consolidated in a single platform: Monterosa / Interaction Cloud.

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