Goodform Retained By Premiership Rugby
Sports-focused data and insight agency Goodform has been retained by Premiership Rugby to continue to deliver data management, CRM and insight services for a further three years.
Goodform has been Premiership Rugby’s official CRM agency since the 2015-16 season, with a brief that includes driving tickets sales, fan engagement and traffic to the official website, as well as providing insight, understanding and growth to the Premiership Rugby audience.
The relationship is particularly focused on ensuring that the Premiership Rugby Final continues to be one of the biggest events in the Rugby calendar. The event, held at Twickenham each May, consistently attracts over 75,000 fans from across the country, with the majority of tickets sold before the two finalists are decided.
Goodform’s work also includes delivering partner activation campaigns for Premiership Rugby’s sponsors. The agency claims to have achieved open rates of 50% in email marketing for partners.
James Tyler, Premiership Rugby’s head of marketing, said: “Goodform are an immanent partner of Premiership Rugby and provide valuable support across data strategy, CRM and insight.
“Working as an extension of our marketing team, Goodform’s expertise supports key areas of our business and ensures that Premiership Rugby continues to grow. With Premiership Rugby attracting its largest ever audiences on television and in our grounds, and the Gallagher Premiership Rugby Final now a flagship event in the sporting calendar, we’re looking forward to building on our success in the coming seasons.”
Michael Jones, Goodform’s managing director added: “We’re delighted to be working with Premiership Rugby for another three years. With the Premiership looking to be the most competitive it’s ever been this season, our focus will be on ensuring that the quality of delivery to fans off the field matches the on the field excitement.
“We’re looking forward to driving data growth and fan engagement, using insight and digital based strategies to deliver value back to both Premiership Rugby and its partners.”
The Premiership Rugby season kicked off this month with newly promoted Bristol Bears attracting a record crowd at Ashton Gate, and defending champion Saracens seeking its fourth title in five years.
