News Release

Duracell Becomes Official Tournament Provider to Rugby World Cup 2015


Tuesday, June 23, 2015 1:03 pm BST


"We are delighted to be welcoming Duracell as a new member of the growing Rugby World Cup commercial partner family."

The world’s longest lasting battery, Duracell, has announced it will become an official Tournament Provider for Rugby World Cup 2015, which kicks off in England on September 18 later this year. 

The deal will include use of Rugby World Cup 2015 marks, use of past and present Rugby World Cup footage and tickets to matches including the Rugby World Cup 2015 Final. Duracell will also provide a range of its batteries to support the tournament’s delivery from 18 September to 31 October, 2015.

Commenting on the deal, Duracell Business Leader, UK & Ireland, Vicky Miller, said:

“We are hugely excited to be announcing this partnership with Rugby World Cup 2015.  It will be the first time that Duracell has sponsored a global sports event of this stature and gives us a fantastic opportunity to reach our consumers in the UK & Ireland as well as other key markets such as Italy, South Africa, Australia and New Zealand.”

“It is also the first in a series of exciting announcements for Duracell where we will be using high profile partnerships to bring to life the brand’s key attributes of power and endurance in different and engaging ways. Our retail partners share our excitement and we have created very strong trade plans together to drive growth in the batteries category.”

Duracell are working with their agency partners Grey London, H+ K Strategies and Starcom Mediavest Group to deliver a holistic marketing plan to support Duracell with their partnership. This will include YouTube and Facebook media buying to drive reach of digital video content, as well as paid social media activation through Duracell Facebook page.  Duracell’s partnership with Rugby World Cup 2015 was conceived and negotiated by SPORTS at SMG, the in-house sports specialists at Starcom MediaVest Group.

World Rugby Chief Executive Brett Gosper added:

“We are delighted to be welcoming Duracell as a new member of the growing Rugby World Cup commercial partner family.”

“The appointment of yet another brand sector leader as a tournament provider further underscores the enormous prestige of Rugby World Cup in global commercial marketplace.”

“With 88 days to go to what promises to be a very special and record-breaking Rugby World Cup, we look forward to collaborating with Duracell to project rugby to new audiences worldwide and inspire more men, women and children to get active and play the sport.”

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For further information, please contact:

James Taylor
H+K Strategies
E:  |  T: +44 207 413 3205


Notes to Editor:

About Duracell

Duracell is the world’s leading manufacturer and marketer of high performance alkaline batteries.  As the leader in the personal power category, Duracell has a rich history of innovation continuously introducing batteries that are more compact, more powerful and longer lasting than competitor brands.  Since 1973, the Duracell Bunny has been at the heart of the brand demonstrating Duracell’s longer lasting power.  Today Bunny is one of the most recognised brand icons in the world.  In addition to its alkaline batteries, the company sells primary lithium, zinc air, and rechargeable nickel-metal hydride batteries as well as a line of flashlights.

About the Rugby World Cup
About Rugby World Cup: Rugby World Cup is the financial engine behind unprecedented investment and growth in rugby worldwide. The net Rugby World Cup surplus from the commercial success of France 2007 and New Zealand 2011 has enabled World Rugby to invest more than £150 million in the game between 2009 and 2012 and commit an anticipated injection of more than £180 million between 2013 and 2016 to underwrite a large range of major funding initiatives including annual national union grants and strategic investments focusing on growing participation and increasing competition across all 120 national member unions affiliated to World Rugby.

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