Rugby World Cup Online

Sports have long used the web in all it’s forms to promote themselves, from advertising through to social media and UGC. Both the teams themselves and brands that produce sports brands have done some wonderful work; here’s what seems to be going on in the UK with the Rugby World Cup.

O2 are one of the major sponsors of the England team and have been pushing their association over the last month. I’m guessing they’re glad the team have made it to the final for the second time in a row, especially after their dodgy start. They developed an interesting staring game – use your web camera to see if you can outstare the English players. I’m officially bad at it. They are also providing behind the scenes content, with a video blog from Austin Healey (although these things are always better if the content is portable).

Another sponsor, who are getting the top and tail spots in the commercial breaks on ITV, are Peugeot. They have a supporting site, looking at their involvement in rugby over the years.

Both of these companies appear to be using the web as one way, as a broadcast media. The teams themselves have afar more inclusive model, using forums, websites, mobile, to get the fans involved in the team. Looking at the RFU site, It’s got everything you need to follow the team. Stats and team information, video, podcasts, and calls for you and your friends to upload your photos of you in the red and white, sharing your passion. Scotland, Waleshave similar set ups but if Ireland had a special section, they’ve taken it down. England do appear to have the most fan involvement though and the most additional content. Scotland have got the poster though, even if it is a copy of one that was done in support of the English football team.