A KEY role for Red Tiger Marketing in its collaboration with the Fiji Rugby Union will be to establish the value of Fijian rugby on the international stage.
Determining this figure is essential to understanding the strength and worth of the Fijian rugby brand in comparison with other established rugby brands globally.
This data will provide vital insights into how to grow the brand and set benchmarks for measuring its progress.
Fiji Rugby Union director of rugby Lailanie Burnes, emphasised that this would be the primary goal for Red Tiger Marketing before any commercial ventures begin in their partnership.
“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 that we can get bigger sponsorships that come through,” she said.
This foundational step is crucial for unlocking larger and more diverse commercial opportunities, which will drive growth throughout the sport in Fiji.
Beyond valuation, Burnes stresses the importance of ensuring all commercial and marketing activities align with the core values of Fijian rugby.
“We need to make sure that they are aligned with our values as well as I mentioned earlier. But we’re looking at tapping into different fields and expanding on top of our amazing commercial partners that we already have. So, in addition to that, there’s different categories that we haven’t tapped into yet that we can expand out into,” she said.
The vision is to ensure the Fijian rugby brand stands out among other rugby brands, showcasing not only the organisation’s core values but also reflecting the unique and distinctive rugby flair that has captivated fans worldwide whenever the Flying Fijians take to the field.
This strategic approach guarantees that the Fijian rugby brand will be hard to match, setting a unique standard that is almost impossible to replicate and difficult for die-hard rugby fans and investors to ignore.
It opens new commercial and partnership opportunities that will elevate both the Fiji brand and the on-field product to new heights.
