品牌价值-最有价值和最强的国家橄榄球品牌的2023年度报告（英）-2023.10-43页_27mb

Report Summary: Brand Finance Rugby World Cup 2023

This annual report evaluates and ranks the most valuable and strongest national rugby brands based on their financial performance, brand strength, and commercial impact. The analysis incorporates data from sponsorships, merchandising, fan engagement, and economic factors, particularly highlighting the influence of the 2023 Rugby World Cup. Key findings include the continued dominance of the New Zealand All Blacks, significant growth for England and France as host nations, and insights into effective sponsorship strategies.

Top National Rugby Brands Ranked by Brand Value (in USD millions):

1. New Zealand All Blacks: $282 million (52% increase), highest BSI of 88.9 (AAA rating).
2. England Rugby: $264 million (71% increase), BSI 87.6 (AAA rating).
3. France Rugby: $159 million (84% increase), BSI 83.9 (AAA- rating).
4. Ireland Rugby: $150 million (94% increase), BSI 76.9 (AA+ rating).
5. Wales Rugby: $132 million (23% increase), BSI 70.8 (AA rating).
6. South Africa Springboks: $117 million (44% increase), BSI 80.4 (AA+ rating).
7. Australia Wallabies: $100 million (69% increase), BSI 73.0 (AA- rating).
8. Scotland Rugby: $54 million (11% increase), BSI 75.0 (AA rating).
9. Japan Rugby: $23 million (-54% decrease), BSI 66.2 (A- rating).
10. Italy Rugby: $22 million (33% increase), BSI 62.7 (A rating).

Key Growth Drivers and Insights

• Growth is fueled by robust sponsorships, high merchandise demand (e.g., All Blacks' jerseys), and exceptional team performances.
• As a host nation, France experienced substantial brand value increases due to tournament-related excitement and inclusivity narratives.
• Brand strength is measured via the Brand Strength Index (BSI), which evaluates marketing investments, stakeholder perceptions, and business performance.
• Challenges noted include in-play performance declines affecting brands like the All Blacks and Wallabies, and governance issues in some regions.

Sponsorship and Commercial Effectiveness

• The case of O2's 25-year sponsorship with England Rugby demonstrates strong ROI, improved brand awareness, enhanced customer loyalty, and sustainability perceptions.
• Sponsorship effectiveness is tied to audience alignment and integrated strategies, with measurable impacts on consumer behavior and financial returns.

Regional Analysis

• Australia and New Zealand face strains in rugby's economic sustainability post-COVID, but the All Blacks remain a global powerhouse.
• South Africa leveraged its 2019 World Cup win for growth but faces currency and merchandise distribution challenges.
• France showed national unity and growth, although brand notoriety lags behind leaders.

Methodology

• Brand values are calculated using the Royalty Relief approach, forecasting revenue and applying brand-specific royalty rates.
• The BSI is a core component, assessing inputs (marketing), equity (stakeholder perceptions), and outputs (revenue performance) to provide a comprehensive brand strength score.

Overall Conclusions
The report underscores the critical link between strong brands and financial success in rugby, emphasizing the need for integrated marketing, stable governance, and adaptive strategies to maintain competitiveness.