Table of Contents...the storied pitch year round. Tens of thousands of fans turn out each season, and the youth development program has drawn more than 2,000 participants. It’s the

Table of Contents

3 Rugby – A rich history; a bright future

4 About: HSBC World Rugby Sevens Series

5 About: RugbyTown USA

6 About: USA Rugby

7 Demographics: The rugby fan in the USA

8 RugbyTown USA – Why Sponsor?

9 Partnership – the opportunities

10 Platinum Partnership Package

11 Gold Partnership Package

12 Octoberfest Partnership Package

13 Silver Partnership Package

14 Bronze Partnership Package

15 Advertising Rates

16 Contact Information

2

In 1823 during a game of school football in the town of Rugby, a young man named William

Webb Ellis picked up the ball and ran towards the oppositions goal line, creating the

distinctive feature of the game.

Since that time, the game of rugby has spread across the globe. International play for men

and women has dominated the European, Asian and Oceania regions of the world for

decades. Rugby World Cup garners more television viewership every four years than the

Superbowl, arguably one of the most watched television events each year.

144 years later, rugby is now the second most popular sport in the world, played by 7.3

million men, women, boys and girls.

Boys and girls of all ages are discovering a passion for rugby. The sport’s focus on safe

tackling procedures, respect for teammates and officials, inclusivity and camaraderie proves

appealing not only to players, but parents and fans as well. The game’s return to the 2016

Olympics heralded a new chapter for rugby – particularly in the United States. The Women’s

team representing the United States finished a respectable 5th place after a loss to the

stalwart rugby nation New Zealand 5-0.

Today, the future is bright for rugby in the United States. USA Rugby looks to build on it’s

success looking forward to the 2020 Olympics in Tokyo. And for the first time ever, World

Rugby has added a leg to the Olympic qualifying rounds for the HSBC Women’s Sevens

Series to the United States, further demonstrating the game’s progress in the USA.

Glendale’s Infinity Park – known as RugbyTown USA – will play host to 12 teams from around

the world for the next three years beginning October 20 and 21, 2018, bringing the game’s

exposure in the US even higher and broadening an already burgeoning rugby fan base.

Join us during this exciting chapter of rugby in the United States.

RUGBY – A rich history; a bright future

3

Infinity Park is proud to announce that it will be the sole U.S. venue for the HSBC World

Women’s 7s Tournament Series in 2018. The primary route to qualification for the 2020

Tokyo Olympics, the international series is the pinnacle of Women’s Sevens rugby

competition on the planet. According to World Rugby, the inclusion of the fast-paced

discipline in the 2016 Rio Olympic Games had a profound impact on the sport, garnering

tens of millions of fans globally. World Rugby chairman Bill Beaumont says that the

series has seen a sixty percent increase in viewership since 2017 alone.

The Glendale-hosted event brings the number of 2018-2019 tournament rounds to six,

providing increased competition and promising more opportunity on the road to Tokyo in

2020. Kicking off in late October, the HSBC USA Women’s Sevens Tournament at Infinity

Park will precede other international stops while demonstrating that Glendale, Colorado

remains the epicenter of American rugby at every level. The tournament will be hosted at

six locations worldwide, including the U.S., Dubai, Australia, Japan, Canada, and

France, with eleven national teams and one invitational team competing in each round.

On the line is the coveted World Series Title. This year, the tournament series also acts

as the principal route for Olympic qualification to the 2020 Tokyo Games.

World Rugby Chairman Bill Beaumont said of the tournament’s Glendale stop: “We are

delighted to be expanding the HSBC World Rugby Women’s Sevens Series, creating

and delivering more high-performance quality competitions for participating teams, which

is a key strand of the wider Women’s Plan.” Glendale Mayor Mike Dunafon added: “We

are honored to have been chosen as the venue to host the HSBC USA Women’s

Sevens tournament and look forward to welcoming the athletes, families, and fans to

RugbyTown USA.” The opening round of the 2018-2019 tournament will debut at

Glendale’s Infinity Park October 20-21.

www.worldrugby.org

ABOUT: HSBC World Rugby Sevens Series

4

The story of today’s Glendale, Colorado, began a decade ago, when city leaders

developed a bold plan: The future of the city would be built around the sport of rugby.

Admittedly, this enterprise that Glendale has embarked on is not easy to describe.

Unlike other community undertakings, like building a shopping mall or rebranding a city,

this endeavor can’t be explained in one or two words. It stretches one’s understanding

of what a community project is and what benefits can result from it. An example of

smart, public-private partnership, it’s a long-term vision with day-to-day implications for

everyone in the Denver metro area.

At the time, rugby was one of the best-kept sporting secrets in the United States.

Internationally, it has a following only soccer can rival. Today, the secret is out. More

than 1 million Americans play the game, and even more follow it.

So, in 2007, after years of work, the 4,000-seat Infinity Park was erected. It was the

country’s first stadium built for rugby. The municipal support behind both the stadium

and team was also a trailblazing arrangement. Both women’s and men’s teams play on

the storied pitch year round. Tens of thousands of fans turn out each season, and the

youth development program has drawn more than 2,000 participants.

It’s the attitude. The character. The “this is who we are.”

The result is something we call RugbyTown, USA. It’s more than the grand structures,

the buzz in the air on game day, or the glittering lights shining down from above the

ballroom floor. It’s the attitude, the character, the “this is who we are” that the entire city

can rally behind. And there’s an open invitation to anyone who wants to be a part of it.

www.RugbyTownUSA.com

ABOUT: RugbyTown USA

5

Founded in 1975, USA Rugby is the national governing body for the sport of rugby in

America, and a Full Sport Member of the United States Olympic Committee (USOC) and

World Rugby.

Currently headquartered in Lafayette, Colorado, USA Rugby is charged with developing

the game on all levels and has over 115,000 active members. USA Rugby oversees four

national teams, multiple collegiate and high school All-American sides, and an emerging

Olympic development pathway for elite athletes.

In 2009, Rugby returned to the Olympic movement. In 2011, USA Rugby became a full

sport member of the United States Olympic Committee and is now recognized by the

USOC as the governing body for Rugby in the USA. Rugby Sevens will now be played at

the 2016 and 2020 Olympic Games.

Olympism is a philosophy of life, exalting and combining the qualities of body, will and

mind in a balanced whole. Blending sport with culture and education, Olympism seeks to

create a way of life based on the joy of effort, the educational value of good example,

social responsibility and respect for universal fundamental ethical principles. The goal of

the Olympic Movement is to contribute to building a peaceful and better world by

educating youth through sport practiced in accordance with Olympism and its values.

The Olympic Movement is overseen by the International Olympic Committee. The IOC is

supported by International Federations that govern each sport on a global level, National

Olympic Committees that oversee Olympic sport as a whole in each nation, and National

Federations that administer each sport at the national level (called National Governing

Bodies in the United States). Forty-seven NGBs are members of the USOC.USA Rugby

is also a member of the International Rugby Board, one of the 35 International

Federations who are members of the International Olympic Committee (IOC.)

www.usarugby.org

ABOUT: USA Rugby

6

DEMOGRAPHICS: The Rugby Fan in the USA

Unless otherwise noted, all statistics are from: Nielsen Report: USA Rugby Research Insights, November 2016

*Source: http://www.pewresearch.org/fact-tank/2018/03/01/defining-generations-where-millennials-end-and-post-millennials-begin/

• 22 million millennials* in the US identify as

rugby fans, more than any other age group

• Americans ages 18-45 2x more likely to be

interested in rugby than those over 45

• Global & Educated

• Played or exposed in college

• Played adult club rugby

• Rugby nation expatriate

• Multi-Cultural

• Gender Balanced - 50% male - 50% female

• Niche Sports Fan - Cross over fans

• Soccer, Hockey, Golf, Formula 1

MAJOR LEAGUE RUGBY:

• 9,000 + single game high attendance

• 500,000 total viewers – domestic and

international

• Nearly 200,000 social media followers

• Rugby is now the second most popular sport in the world

• 7.3 million play the game internationally

• 1.4 million play domestically*

• 2,500 amateur clubs in the US

• 40 million rugby supporters in the US

• Coveted Demographics: Millennials, Affluent, Families

• 55% (22 million) Millennial

• 67% (27 million) have kids under 18

• 64% are college educated

• 29% have Household Income over $100k

• Gender Balanced Demographic: 50% male - 50%

female**

• Rugby Fans are:

• 97% more likely than the general public to be “trend

setters”

• 22% more brand loyal than the general public

• 72% more likely than the general public to purchase

a partner company’s products and/or services

7

RUGBYTOWN USA – Why Sponsor?Glendale’s Infinity Park is a stronghold for rugby in the

United States. Promoting local engagement and

participation, RugbyTownUSA invites the broader

American audience to experience the unique and

vibrant rugby community.

Sponsorship of the HSBC World Rugby Women’s

Sevens Series is an exceptional opportunity to

reach the existing and robust rugby fan base, as well as the

legions of future fans that

make rugby the fastest growing team sport in the

United States.

As the epicenter of American rugby since 2007, the team at

Infinity Park is uniquely positioned to provide

sponsors with a depth of experience in delivering

customized sponsor fulfillment that rivals other

professional sports in the US.

Rugby Events:

• 2008 North American 4

• 2008-2010 National Collegiate All-Star Championships (NCASC)

• 2008-2013 and 2015-2018 USA Rugby Club Championships

• 2009 CanAm

• 2009 USA Eagles vs. Argentina

• 2009 and 2010 Churchill Cup

• 2011 USA Eagles vs. Canada

• 2011 Rugby Super League Final

• 2012 International Defense 7s

• 2012-Present RugbyTown 7s (Formerly Serevi RugbyTown 7s)

• 2012-Present U.S. Armed Forces Championship

• 2012-2017 NSCRO Championships

• 2013 Elite Cup Championship

• 2014-2016 Pacific Rugby Premiership Championship

• 2015 Women’s Premier League Championships

• 2016 Red Bull Uni 7s

• 2017-2018 USA Rugby College 7s

• 2018 Major League Rugby Championship Playoffs

• 2018 HSBC World Rugby Women’s Sevens8

PARTNERSHIP: The Opportunities

Tournament - Infinity Park Stadium

• Brand Recognition

• Print

• Electronic

• Digital

• Cross Promotional Opportunities

• Multi-year Partnerships

• Raptors VIP Club Activation

• Stadium Signage

• POP Signage and Activation

• Onsite Opportunities

• Game Day Activation

• Digital Promotions and Advertising

• Social Media Exposure

• Editorial Coverage

• Media Exposure

• Website Advertising

• Customized Partner Activations

9

Octoberfest - Festival Plaza

• Presenting / Naming Opportunities

• Program Opportunities

• Booth Activation

• Brand Recognition

• Print

• Electronic

• Digital

• Multi-year Partnerships

• Signage in Festival Plaza

• Social Media Exposure

• Editorial Coverage

• Cross Promotional Opportunities

• Media Exposure

• Website Advertising

• Customized Partner Activations

PARTNERSHIP: The Packages

10

Tournament and Octoberfest Partner // Platinum - $17,500

A presenting partner of the beerfest featuring over 20 brewers, cideries and distilled

spirits will enjoy a myriad of high-exposure custom branded benefits and features via

website, social media and editorial exposure leading into and throughout the beerfest.

The Octoberfest beerfest presents as a unique entry in the beerfest landscape offering

all attendees entrance to the USA Women’s Sevens tournament as well.

Tournament Partner // Platinum:

• Logo painted on pitch throughout tournament (lower corner placement)

• :30 second commercial spot on World Rugby broadcast providing key recognition during

the opening and throughout the two-day tournament (minimum 4x/day)

• Digital promotions RugbyTown USA App

• Digital promotions including video, email, website, social media exposure

• Media, press release and editorial coverage

• Octoberfest Presenting Sponsor recognition

• Premium logo recognition on all promotional collateral and signage

• In-stadium jumbo screen advertisements including announcements

• In-stadium digital advertising board advertisements

• Stadium signage

• Onsite opportunities at Octoberfest and in stadium


11

Tournament Partner // Gold - $12,500

A tournament partner of the first-ever United States leg of the World Rugby 2020

Olympic qualifying rounds will enjoy a myriad of high-exposure custom branded

benefits and features, including high-profile areas throughout the tournament onsite,

via broadcast, website, social media and editorial exposure leading into and

throughout this landmark tournament.

Tournament Partner // Gold:

• :30 second commercial spot on World Rugby broadcast providing key recognition

during the opening and throughout the two-day tournament (minimum 2x/day)

• Digital promotions RugbyTown USA App

• Digital promotions including email marketing, website, social media exposure


• Logo recognition on all promotional collateral



• Stadium signage

• Onsite opportunities at Octoberfest and in stadium


12

Octoberfest Presenting Partner // $10,000

A tournament partner of the first-ever United States leg of the World Rugby 2020

Olympic qualifying rounds will enjoy a myriad of high-exposure custom branded

benefits and features, including high-profile areas throughout the tournament onsite,

via broadcast, website, social media and editorial exposure leading into and

throughout this landmark tournament.

Octoberfest Presenting Partner:

• Premium logo recognition on all promotional collateral and Octoberfest signage



• Digital promotions including email, website, social media exposure


• Octoberfest signage during event

• Onsite opportunities at Octoberfest


13

Tournament Partner // Silver - $7,500

A silver level tournament partner of the first-ever United States leg of the World

Rugby 2020 Olympic qualifying rounds will enjoy several levels of benefits and

features, including onsite opportunity at the Octoberfest, digital promotions, logo

recognition and more.

Tournament Partner // Silver:

• Official Media Day partner recognition including website and social

• :15 second commercial spot on World Rugby broadcast providing key recognition

during the opening and throughout the two-day tournament (minimum 1x/day)





• Stadium signage

• Onsite opportunities at Octoberfest


14

Tournament Partner // Bronze - $5,000

The bronze level tournament partner of the USA Women’s 7s will experience brand

exposure on many of our high-level digital assets as well as throughout the

tournament in stadium.

Tournament Partner // Bronze:


• Media and editorial coverage




15

Put your mark on the RugbyTown USA

ContactDiana Anderson

Director of Marketing & SponsorshipGlendale Raptors [email protected]

Whatever your objectives, whether it be brand recognition, onsite activations or just

tapping the vibrant rugby audience with it’s prized demographics, RugbyTown USA

has a program for you!

We pride ourselves on creating custom sponsorship packages that meet your

company’s objectives along with delivering fulfillment in a way no other rugby team

in America can. Our depth of experience and facility amenities provide opportunities

for brands looking to get in on the fastest growing team sport in the United States.

We look forward to the opportunity to work with you.

16

Documents

Table of Contents...the storied pitch year round. Tens of thousands of fans turn out each season, and the youth development program has drawn more than 2,000 participants. It’s the