Sponsorship: Jolly Hotel – Italian Rugby Federation
Company: Jolly Hotels SpA
Subject: Italian Rugby Federation
Time: 1998, 1999, 2000, 2001, 2002
The first ever Italian Hotel chain, Jolly Hotels, has become home to Italy¡¦s national rugby team, ¡§Rugby Azzurro¡¨.
Italian rugby has enjoyed, for some years now, an amazing moment of growth and maturation. The Italian team has, as a matter of fact, officially become part of the prestigious ¡§Six Nations Tournament¡¨.
Italy entering in this tournament certainly carries an incredible historic value and it¡¦s remarkable to note the commercial potential that this will also bring to the Italian team.
It was taking all this into account that, from April 1998 to 2002, Jolly Hotels has decided to become official sponsor and home to the Italian national rugby team, offering them hospitality in its facilities all over the country.
Italian rugby- and its language that surely is well understood in the region of Veneto where Jolly Hotels have their main offices- has enriched the Jolly Hotels company with all the values and believes that it naturally communicates: dynamicity, power, success, fairness and moral integrity.
The marketing program has offered Jolly Hotels numerous and amazing opportunities, amongst which there were:
ƒÜ Visibility for the brand (it appears on the players¡¦ tops and on banners advertising matches)
ƒÜ Rights on the team image, through which it has been possible to advertise the company
ƒÜ Hospitality offered during sporting events
ƒÜ Presence of players and coaches at Jolly Hotels¡¦ events
ƒÜ Priority given to Jolly Hotels¡¦ facilities when organizing meeting between press and team
ƒÜ Commercial returns, thanks to Jolly Hotels offering discounts to the team¡¦s fans, members of the FIR (Italian Rugby Federation)