Rugby World Cup forms portable/print unions

Ah, the 2011 Rugby World Cup. The time when all New Zealanders unite to celebrate sponsorship. And rugby. With the likes of MasterCard, Landrover, Toshiba, Brancott Estate/Montana, Heineken and ANZ already joining the official sponsorship ranks, comes news BlackBerry developers Research in Motion (RIM) will be nuzzling in for some cozy sponsorship action, with BlackBerry becoming the “official handheld mobile device” for the tournament. ACP is also involved, winning the contract as the official publisher. 

“RIM is an international provider of smartphones so we felt a partnership with RWC 2011, a global sporting event which will be played and watched by people from all over the world, was a great fit,” says managing director for RIM Australia and New Zealand, Adele Beachley.

And if you want to stay in the RWC loop, the Canadian company is hedging its bets the BlackBerry will provide a sure-fire way to do so. In a bid to sweeten the deal and lure punters over to the BlackBerry side of mobile, RIM says free-to-download official RWC apps for BlackBerry will be made available, allowing users to stay up-to-date with all the latest live match scores, video highlights and latest news. It’ll be a hive of mobile interactivity and Beachley seems adamant the BlackBerry will create quite the buzz.

“I’m sure there will be much banter being exchanged between fans using BlackBerry devices all over the world.”

Not surprisingly, with the added cash injection of yet another sponsor, RWC chairman Bernard Lapasset is “delighted” with its latest partnership. He’s optimistic about the tournament’s ability to position rugby in new markets, and the BlackBerry is something he says will help reach “new communities and audiences”.

And while we’re on the topic of lucrative associations, ACP Media has announced it has won the international rights to be the official publisher for the RWC. The publisher estimates over five million readers will be reached through the official RWC 2011 publications, over two million of which will be from Australasia. On offer will be 50 offical RWC publications that will be available in both print, tablet or for free e-magazine download. The official pre tournament magazine will hit the shelves in Australasia from 6 June.









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