International Rugby Board (IRB)

The challenge

In line with the IRB’s ambitions for the global growth of the sport of Rugby, secure the inclusion of Rugby Sevens into the Olympic Sports Programme beginning with the 2016 Games.

Ensure Rugby developed a competitive advantage over the six other sports campaigning for a place on the Programme and was recognized and understood as a legitimate Olympic Sport by the Olympic family.

VERO’s Role

• Develop a compelling narrative to appeal to both the Rugby and Olympic communities
• Create and implement an integrated communications and campaign strategy, including a dedicated international communications programme
• Develop key messages based on Rugby’s shared values with the Olympic Movement, youth appeal, increasing strength of the women’s game, potential for smaller nations and the commercial and broadcast opportunities of Rugby Sevens
• Ensure alignment of all campaign elements – including presentations, films and brochures – with the overarching narrative
• Lead proactive outreach to Olympic and sports media
• Ensure key milestones – such as presentations to Olympic audiences and international Rugby Sevens events – were fully leveraged with media and decision-makers
• Oversee the development, preparation and rehearsals for all major presentations to the IOC and Olympic Family
• Develop a media toolkit for Rugby Unions around the world to create a positive environment within the Rugby community in support of the campaign
• Advise on advertising campaign strategy and planning
• Media training of IRB leadership and leading international Rugby ambassadors

The Outcome

The IOC voted to include Rugby Sevens in the Olympic Sports Programme, beginning with the 2016 Games in Rio de Janeiro, with a resounding vote of 81 in favour and only 8 against at the IOC Session in October 2009.

Extremely positive coverage was generated for Rugby Sevens’ inclusion in the Games with leading Olympic and international sports media over the whole period of the campaign.

The IRB’s campaign was consistently regarded by expert observers as having the most professional and effective marketing and communications of the sports competing for inclusion in the Games.

The inclusion of Rugby Sevens into the Olympic Sports Programme will release funding for the sport all over the world and see it on the curriculum in schools in many countries for the first time.