Wasps Rugby Football Club (RFC): Building a new profitable base for fans

This case study describes how Wasps Rugby Football Club (RFC) built an emotional connection with new target audiences in the UK after its relocation to Coventry's Ricoh Arena through a local, strategic and relevant campaign.

Wasps Rugby Football Club (RFC): Building a new profitable base for fans

Epsilon International

Campaign overview

Wasps Rugby Club relocated from their home ground at Adams Park, where they had an average attendance of 5,500, to the Ricoh Arena in Coventry, with a capacity of 32,000. The campaign brief was to fill the Ricoh Arena with an average attendance of 14,000 for each of the remaining nine games of the season.

Professional sports clubs relocating is unusual in the UK and often risks the relationship between a club and its fans. But research showed 525,000 households with an interest in...

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