Red Tiger Marketing has been assigned a pivotal role in its collaboration with the Fiji Rugby Union, focusing on determining the value of Fijian rugby on the international stage. Establishing this valuation is critical for understanding the strength and worth of the Fijian rugby brand in comparison to other established rugby brands worldwide.
The insights gained from this data will play a vital role in growing the brand and setting benchmarks to measure its progress. Lailanie Burnes, the director of rugby for the Fiji Rugby Union, highlighted that understanding their market value is the primary goal for Red Tiger Marketing before initiating any commercial ventures. “First and foremost, we need to understand what our value on the international market is. Once we have that in hand, then we’ll be able to increase our commercial value so we can attract larger sponsorships,” Burnes stated.
This foundational step is paramount for opening up larger and more diverse commercial opportunities, which are essential for fostering growth in Fijian rugby. In addition to valuation, Burnes emphasized the significance of aligning all marketing and commercial activities with the core values of Fijian rugby.
She noted, “We need to make sure that they are aligned with our values. But we’re looking at tapping into different fields and expanding on top of our amazing commercial partners that we already have. There are different categories that we haven’t tapped into yet that we can explore.”
The objective is to ensure that the Fijian rugby brand differentiates itself from others, showcasing not only its core values but also the distinctive rugby flair that has won the hearts of fans globally whenever the Flying Fijians compete on the field.
This strategic focus promises to establish a unique standard for Fijian rugby, making it hard for competitors to replicate. As a result, it creates enticing opportunities for new partnerships, which will not only elevate the Fiji brand but also enhance the quality of the sport played on the field. With this ambitious plan, the future of Fijian rugby looks bright, filled with potential for growth and international recognition.
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