44 days of crazy: MasterCard turns the world oval for Rugby World Cup 2015

This case study describes how MasterCard, a global electronic payment brand, sponsored the 2015 Rugby World Cup in the UK to increase brand consideration and card spend among affluent consumers.

44 days of crazy: MasterCard turns the world oval for RWC2016

Principal authors: Karen Crum and Nick O'Quinn, McCann London Contributing authors: Nicola Grant and Michael Goldstein, MasterCard; Simon Mayfield, Carat UK

Introduction

How MasterCard's sponsorship of the Rugby World Cup 2015 increased consideration for MasterCard and converted it into increased spend on their card network.

This paper will show how MasterCard - a technology company with little association to rugby - tapped into the passion of the sport to build the brand and business, resulting in being crowned most effective sponsor of the tournament by Marketing...

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