CPLG is celebrating another win for England Rugby, this time off the pitch, with new partners and an increased demand for existing merchandise.
Winning the RBS Six Nations for the second consecutive year in 2017 and with a total of 18 consecutive wins, England Rugby’s success has transferred into retail success, too.
Grocers led the way with Six Nations apparel ranges at Tesco F&F, while George at Asda saw a 94 per cent sell through on polo shirts. Sainsbury’s, meanwhile, took a targeted approach to buying deep on its best-selling England Rugby polo shirt, fleece top and hoodie, while the England Rugby fleece proved a strong performer for Aldi.
Sports Direct also increased its sell through by 47 per cent compared to last year.
To supports its range, Asda ran a successful competiton throughout the tournament, receiving almost 5,000 entries. Winners received tickets to the 2017 Old Mutual Wealth Seiries this autumn and a signed England squad shirt with goody bags for the runner-ups.
With the 2019 Rugby world Cup in Japan two years away, CPLG and England Rugby are focusing on building retail relationships and further extending the licensing programme.
John Taylor, commercial director, CPLG UK, said: “We have seen significant interest in the England Rugby brand since the World Cup in 2015 with retailers identifying and acting on the opportunities around event time.
“The performance on pitch has also helped this retail engagement, resulting in strong range performance throughout the competition.”