Nintendo announces partnership with RFU

Nintendo UK has announced a one year partnership with the Rugby Football Union (RFU) which will bring the entertainment giant to Twickenham Stadium.

The partnership with Nintendo, set to run until September 2010, will see commercial rights apply to key rugby events over the year at Twickenham including The Investec Challenge Series matches (England versus Australia, Argentina and New Zealand), The Nomura Varsity Match, The RBS 6 Nations, The Emirates Airline London Sevens and the England versus Barbarians match.

Partnership activity promoting key titles Wii Sports Resort and Wii Fit Plus, will manifest itself in an integrated marketing campaign across perimeter signage, CRM, big screen advertising, pitch side competitions, consumer sampling plus high impact fun and creative animations on the scoreboards.

Paul Vaughan, Business Operations Director, RFU said:

“Our partnership with Nintendo is an exciting development for the RFU and one we hope will grow beyond the initial year. The partnership will see Nintendo’s gaming expertise deliver an enhanced entertainment experience to rugby fans. We will be working closely together to maximise the opportunity for both parties and providing a new dimension to rugby at Twickenham in the process.”

Ben Taylor, Nintendo UK, said:

“We hope our partnership with the RFU will add even more excitement to match days at Twickenham. Working alongside the RFU is a great opportunity for us to talk to a family audience, not just through traditional advertising methods but through a more experiential, hands on approach through product sampling.”