epcr Seals Fifty Digital Social Partnership
UK-based sports creative, digital and social agency Fifty Digital has announced the expansion of its relationship with European Professional Club Rugby (EPCR) – the governing body and organiser of the two major European rugby union club tournaments.
After a successful partnership to launch and manage the Heineken Champions Cup TikTok channel, Fifty Digital has now been appointed as the agency responsible for driving all Heineken Champions Cup and EPCR Challenge Cup social media communications.
Fifty Digital’s primary goal is to increase awareness of both the Heineken Champions Cup and EPCR Challenge Cup and drive a deep engagement among Millennial and Gen Z rugby fans. The activation approach will centre on ‘cultural and creative content that appeals to existing audiences and a new generation of rugby fans.’
“It is an honour to be working across two of the most iconic tournaments in rugby and expand our relationship with EPCR.
Nick Jackman
Nick Jackman, Co-Founder of Fifty Digital, said, “It is an honour to be working across two of the most iconic tournaments in rugby and expand our relationship with EPCR. We are looking forward to capitalising on interesting storytelling opportunities both during and out of season and feel we have only just scratched the surface in where we can take the channels and creative approach.”
The 2022 tournaments will kick off in December, taking place on eight weekends in the global rugby calendar. For the first time, EPCR competitions will include five South African teams – Stormers, Sharks, Bulls, Cheetahs and Lions – for the 2022/23 season. They join clubs from the UK, Ireland, France and Italy.
Therefore, Fifty Digital will grow EPCR social media channels with a particular focus on key target markets – the UK, France and South Africa.
Stuart Winship, Digital Lead, EPCR, said, “We are thrilled to be developing our partnership with Fifty Digital even further for the upcoming season. Their credentials in both sport as a whole and rugby in particular are second to none, and we have already seen the impact their creative minds can bring to our channels.
“We are set for an exciting season as they help take our tournaments to new levels with ever-greater engagement amongst teams, players and fans.”
Sarah Hartwell, Client Services Director at Fifty Digital, added, “The past three months we have planned, launched and managed EPCR’s debut on TikTok, attending key matches in Europe and creating a variety of on-trend reactive content. From this we know how passionate, bold and forward-thinking EPCR are, and we could not be more excited to expand our remit and bring the Fifty Digital flair to two iconic rugby tournaments and their channels.”
