GRIN Verlag Marketing Rugby to a Tier. Sport in the USA and Marketing

Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: "B", London Metropolitan University (ESCEM), course: International Marketing Communications, language: English, abstract: The sports market in the U.S. is as competitive as ever, doubling the size of the automobile industry in 2009. It has reached an estimated worth of $213 billion , with sports both traditional and non-traditional vying for attention. In the middle of that sports market sits rugby. Rugby union is a global game played in many countries across the world. It has reached and inspired millions of sporting fans worldwide via its events like the Rugby World Cup (IRB). The sport is considered an emerging sport in the U.S. and consumer loyalty remains hidden in the small rugby community throughout the country. There appears to be many people that are aware of rugby, however, the sport hasn't made a big enough impact to attract more spectators, or even sponsors. There is a small and loyal rugby community in the United States that appears to be growing, but becomes stagnant in growth post collegiate level. The proliferation of a tier I rugby venue in the USA, built on a foundation of brand loyalty and a growing long term fan base through marketing methods and development, is the driving force behind this study.