How Six Nations Rugby strategic partnerships and rebranding efforts are a useful guide to others

You’ve got to love Six Nations Rugby.

Fresh off the back of the Autumn Internationals, rugby has another opportunity to build upon its momentum. On an international level at least.

In 2024, the Six Nations embarked on strategic initiatives to strengthen brand identity and foster robust relationships with sponsors and partners. Its efforts exemplify how strategic brand management can reinforce sport's foundation and ensure its continued growth and relevance.

As the tournament kicks off, we wanted to look at what lessons other rights owners can learn.

The M6N Rebrand

In late 2024, Six Nations Rugby unveiled a new logo for the men's championship, introducing the "M6N" emblem. This rebranding aimed to modernize the tournament's image and align it with the women's (W6N) and Under-20s (U6N) competitions, creating a cohesive brand family. The organisation stated that the new identity was designed to:

"Resonate with everyone from new and existing fans to the players and unions competing in this iconic Championship."

Despite the intention to encapsulate the "electrifying action" of the tournament, the rebrand received mixed reactions. Criticism it faced underscores the complexities rights owners face when evolving brand identities and balancing modernisation with the preservation of heritage.

Strengthening Sponsor Relationships

Amidst the rebranding, Six Nations Rugby has demonstrated a commitment to nurturing and expanding its sponsorship portfolio.

A notable development is the extension and expansion of its partnership with Guinness. This collaboration not only continues Guinness's title sponsorship of the men's championship but also introduces the brand as a title partner for the Women's Six Nations. This move reflects a shared vision to promote inclusivity and diversity within the sport.

Guinness's involvement has yielded tangible benefits. According to Nielsen, 32% of Six Nations fans tried Guinness 0.0% for the first time due to the sponsorship, and 55% considered purchasing Guinness in the future. This data highlights the symbiotic relationship between the championship and its sponsors, where brand activations enhance fan engagement and drive commercial success.

Innovative Partnerships and Digital Engagement

Recognising the evolving media landscape, Six Nations Rugby has embraced partnerships that amplify its digital presence. The collaboration with TikTok as a title sponsor for both the men's and women's tournaments exemplifies this strategy.

By leveraging TikTok's vast user base, the championship aims to engage younger audiences, with hashtags like #rugby amassing over 5.1 billion views. This partnership not only enhances the tournament's visibility but also aligns with modern content consumption trends.

Lessons for Rights Owners

The Six Nations' recent initiatives offer valuable insights for rights owners striving to maintain and build strong relationships with sponsors and partners:

1. Thoughtful Rebranding: While modernisation is essential, it's crucial to balance new brand elements with the preservation of heritage to maintain fan loyalty.
2. Strategic Sponsor Integration: Aligning with sponsors that share core values, such as inclusivity and diversity, can enhance brand authenticity and audience connection.
3. Digital Innovation: Embracing digital platforms and trends allows rights owners to reach broader and more diverse audiences, ensuring relevance in a rapidly changing media environment.