LAND ROVER#WeDealInReal

 

LICENSING OF RIGHTS AND OFFLINE ACTIVATION

A partner to English rugby for over 20 years, the So British cross-country brand was keen to extend this sponsorship strategy to France with a view to the Rugby World Cup 2015, which will take place in England.
Within the context of the support for the brand in its deployment in the French market, Sportlab negotiated and purchased the marketing rights to the National Rugby League on Land Rover’s behalf. The agency also designed a concept where the brand can express itself: “Land Rover, English Sponsor of French Rugby… of course” by playing on the Franco-English ‘friendship’ code, to position Land Rover as rugby’s natural automotive partner.