Brands & Merch

New girl group announce partnership with rubgy team

By | Published on Monday 24 January 2011


A new girl group called Fanfair has entered into a marketing partnership with the London Irish Rugby Club, and will be utilising the rugby team’s various communication channels to promote their music. Amongst other things, the group will perform at all London Irish home matches, and record a cover of one of the club’s anthems, the Thin Lizzy track ‘The Boys Are Back In Town’.

The whole thing has been conceived by 84 World, a marketing and talent agency with links in both the entertainment and sports sectors, and which has former Syco exec Dan Parker on its management team. Commenting on the tie up between his latest pop creation and the London rugby team, he told CMU: “I am delighted to announce this groundbreaking co-marketing partnership with London Irish. With the club having such fantastic values and a global support base it is a wonderful opportunity and one that is mutually beneficial”.

London Irish CEO Andy Martin added: “Finding fresh ways to promote rugby in order to win new supporters and boost attendances at games is vital for the future of the sport.  Collaborating with a brand new group that is just about to hit the UK charts offers us the perfect opportunity to bring rugby to the attention of untapped audiences. We hope that our existing supporters will also enjoy the benefit of even better match day entertainment”.