Red Tiger Marketing is poised to significantly influence the Fiji Rugby Union by focusing on establishing Fijian rugby’s value on the global stage. Understanding this valuation is essential for measuring Fijian rugby’s strength and worth compared to other prominent rugby brands worldwide.
This initiative will provide crucial data that leads to effective strategies for brand growth and offers a benchmark for tracking progress. Lailanie Burnes, the director of rugby at the Fiji Rugby Union, emphasized that the primary objective for Red Tiger Marketing is to determine this value before proceeding with any commercial activities.
“First and foremost, we need to understand what our value on the international market is. Once we have that in hand, we can increase our commercial value to attract bigger sponsorships,” noted Burnes. This foundational understanding is critical for unlocking more substantial and diverse commercial opportunities, which are anticipated to drive growth for Fijian rugby.
Moreover, Burnes stressed that all commercial and marketing efforts must remain congruent with the core values of Fijian rugby. She expressed the desire to not only evaluate existing partnerships but also explore new sectors and expand their commercial reach. “We must ensure that they align with our values. Additionally, we are looking to explore different sectors and expand upon our already amazing commercial partnerships,” she explained.
The broader vision aims to make the Fijian rugby brand stand out among its competitors, emphasizing its core principles while highlighting the unique and vibrant rugby culture that captivates fans whenever the Flying Fijians take the field.
This strategic approach holds promising potential for enhancing the Fijian rugby brand, creating a benchmark that is challenging to replicate. Such efforts will not only draw in rugby enthusiasts but also attract potential investors, paving the way for new commercial and partnership opportunities that could elevate both the Fijian rugby brand and its on-field performance to remarkable heights.