RBS' sponsorship of RugbyForce

Who: RBS RugbyForce

Objective: RBS’ longstanding sponsorship of the 6 Nations led to the development of RBS RugbyForce four years ago. The programme focuses on the importance of amateur clubs to the game. RBS says that the key measurable objective of the programme is improvement in the facilities of local clubs, with the ultimate aim being to get as many local clubs as possible signed up and improvingtheir facilities.

Strategy: RBS Group utilises its retail divisons – Natwest, RBS and Ulster Bank – to help deliver the programme. It works in partnership with regional rugby unions to help grassroots clubs, providing them with online guidance and tools to coordinate communitywide efforts to ‘make-over’ facilities. The strategy also takes in enhanced support, including grants, for major refurbishment works. In 2012 in England and Wales, over 400 clubs registered with RBS RugbyForce.

Rationale: “The reason behind the partnership is to ensure that the bank’s support of rugby creates value for grassroots clubs and supporters,” said a spokesperson for RBS. “Almost every international player begain their career at a local club. RugbyForce acknowledges local clubs’ position at the heart of rugby, and their crucial role in the national game.”