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UPDATA 10.10AVIVA, ESPN DEBUT WITH RUGBY DOUBLE-HEADERINSURANCE GROUP AVIVA madeits television debut as the titlesponsor of Premiership Rugbyin a Twickenham double-headerlast month on UK pay-televisionbroadcaster ESPN.According to research andanalysis from Watching Briefpowered by SportBusinessIntelligence, the first of twomatches on September 4, whereLondon Irish beat Saracens by33-16, attracted an averageaudience of 73,000 viewers(0.1-per-cent audience share)for ESPN, the league’s newbroadcast partner. The secondmatch – an entertaining 29-29 drawbetween Wasps and Harlequins –drew 52,000 (0.5 per cent).Premiership Rugby, and as aresult Aviva, are likely to receivestrong promotion from ESPNas the broadcaster will use theleague to fill its schedule, whichhas been hit after ESPN’s BarclaysPremier League coverage wasslashed from 46 to 23 live matchesfrom this season onwards.Analysis of opening weekend of Aviva Premiership RugbySaturday 4 September,ESPN73,0000.1%ShareLondon Irish - Saracens14.00 k/oHowever, given ESPN’s relativelow penetration, audiences willstruggle to match those attractedby Sky, the league’s other livebroadcast partner. Sky showedNorthampton-Leicester on theopening weekend, which attracted110,000 (0.9 per cent). Lastseason, the average audienceacross the whole season was158,000 on Sky Sports.To counterbalance the smalleraudiences on ESPN, the leaguewill receive more exposure thanbefore because more games will52,0000.5%ShareWasps - Harlequins16.30 k/oSunday 5 September,Sky Sportsbe shown live on television thanin previous seasons, when only 32matches were shown live.Given that its subscriptionprice is cheaper, it is possibleto imagine that ESPN will enticerugby fans to sign up whopreviously hadn’t subscribedto Sky for its rugby coverage.But how many rugby fans arethere out there who aren’talready signed up to Sky forits rugby offering (includingEngland autumn internationals,Heineken Cup and of course110,0000.9%ShareWasps - Harlequins15.00 k/osome Premiership Rugbygames)? And will any existingSky subscribers sign up for asubscription to ESPN?No doubt all interested parties -the broadcaster, the rights-holderand the sponsor - will be hopingfans sign up to ESPN’s coverage.For more information onSportBusiness Intelligenceor Watching Brief, contactBen Speight, Head ofSportBusiness Intelligence,on ben@sb-intelligence.com.Sponsorship Works 2010 - out now!Now in its 6th edition, Sponsorship Works bringsyou over 20 brand new sport sponsorship casestudies from around the world. Each case studycontains details of the sponsorship objectives andhow the sponsorship played out in the results ofthe campaign. It provides an anatomy of the dealand focuses particularly on how it was activatedand measured.This is the essential casebook for brands, agenciesand rights holders.See the full list of case studies at sportbusiness.com/sponsorshipworks or call our team on+44 (0) 207 954 3514SportBusiness International • No.161 • 10.10 7