Harlequins RFC

The Brief

In 2008, Harlequins RFC announced it intended to host its home Guinness Premiership league fixture against Leicester Tigers on 27th December 2008 at Twickenham.  The intention was to generate an attendance of 50,000 spectators, create a unique fan experience as seen in Paris with Stade Francais and establish a must-see, annual London event in the sporting calendar.

Goodform was contracted to help manage the marketing strategy surrounding the event in order to achieve a capacity crowd of 50,000.

The Work

We initially drafted a sales and marketing plan for the match and were heavily involved in working with partners such as BSkyB, the RFU, Ticketmaster and Premier Rugby to leverage their involvement in the event. 

We also drew upon relationships with other sports organisations and sports media groups to increase the awareness of this inaugural event.  Promotional activity, competitions, direct marketing, electronic marketing and other database activity ensured the awareness of this fixture amongst millions across the south east of the country and beyond.
 
Goodform, in conjunction with its market research arm Sportswise, also conducted a market research campaign to understand the success of the campaign and to help plan for the 2009 event.

The Results

The Big Game sold out all 50,000 tickets in advance of the day, smashing the record number of tickets sold for a Guinness Premiership match.  The weight and quality of activity has ensured that the Harlequins brand gained unprecedented levels of awareness and reached new audiences. 

Following the game, the research carried out by Sportswise, Goodform's sports research arm produced some incredibly valuable information:

• 32% of attendees said they had never been to a Harlequins match before
• 93% of attendees said they would definitely attend next year's event
• 81% said they were interested in joining Harlequins membership scheme
• 43% attended in groups of more than 5 people
• 86% said they would probably attend a future Harlequins game at 'The Stoop'

Harlequins CEO, Mark Evans, said, “it has been encouraging that the findings scientifically affirm the apparent success of The Big Game.  They will prove invaluable in shaping our plans for this year's fixture and we look forward to another magnificent occasion at Twickenham.”

Awards

Harlequins received a prestigious award at the 2009 Sports Industry Awards for their achievements, winning the award in the category of ‘Best Integrated Sport Marketing Campaign’ against some stiff competition.

Jon Cockcroft, Sales and Marketing Manager at Goodform commented: "We are delighted at the part Goodform played in The Big Game and for the project to be recognised in the form of a Sports Industry Award.  The 50,000 capacity crowd enjoyed an amazing day at Twickenham and it demonstrated what can be achieved through well-conceived, energetic and integrated marketing.”