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Ligue Nationale De Rugby: Shoulder to Shoulder with Fans

Fair play across the board: how can we ensure that fans of TOP 14, PRO D2 and In Extenso SUPERSEVENS are able to tell if they are buying genuine merchandise or not while also allowing license providers and holders to understand fans' purchasing behavior more clearly and engage with fans more closely?



The challenge

Bringing together license holders, fans and products for the long term
As a licensor, the Ligue Nationale de Rugby – LNR for short – faces a great challenge in ensuring it is able to interact with fans. Products bearing the LNR brands, as TOP 14, PRO D2, In Extenso SUPERSEVENS, are sold via licensees and thus there is no direct link to the fans. Consequently, there is also no opportunity to implement a comprehensive communication strategy and get to know the fans better either.

Moreover, counterfeiting and copyright infringements repeatedly pose a major problem for licensing. Rugby is one of the most popular sports in France, so it’s no surprise that the professional’s rugby championship at 15 and 7’s has caught the attention of counterfeiters. Licensing allows an extensive variety of products that are produced by different manufacturers. This makes it particularly difficult for fans to authenticate products.

So how do you use digitalization to develop an integrated licensing strategy that appeals to both license partners and fans and truly adds value? Working closely with the National Rugby League and official licensing agency SportFive, tesa scribos® has devised a solution that allows both license partners – providers and holders alike – to connect with fans and provide them with a guarantee of authenticity while also generating valuable market insights.

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Our solution

Security and fan interaction with one single interactive marking solution
tesa scribos® provides the client with a flexible solution in its time-tested, counterfeit-proof marking solution tesa VeoMark®. It also allows them to emphasize the LNR’s distinctive brand image in designs, bringing it to life for fans. An intuitive, guided digital authentication process based on tesa® 360 also ensures fans can be confident that they have an original product in their hands.

The system also offers an excellent opportunity for the National Rugby League to interact with its fans digitally and find out more about them. Each official licensed LNR product is given its own identity and serves as a touchpoint for digital added value such as product information, league updates or My Rugby, the membership program. The National Rugby League can adapt this information very easily. This means that top current content and promotions can be shared with fans on special occasions in real time, for example. 

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Would you like to find out more about these and other solutions?

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Would you like to find out more about these and other solutions? We look forward to your questions about brand protection and customer interaction. Get in touch: +49 6221 33507 17, yourproductstalk@tesa.com

The benefits

Greater security, market knowledge and interaction
It's not just the French National Rugby League that's delighted to have so many happy fans who can now easily distinguish between a fake and an original and enjoy their favorite sport to the full. It makes us happy here at tesa scribos® too. With the help of tesa VeoMark®, tesa scribos® actively assists both the LNR and its license holders in keeping with the slogan: Using unique product markings to create unique added value.

And there’s a further added value: the direct link to fans now allows the league to offer new services. Thanks to this innovative, readily adaptable solution, it is now possible to communicate with fans in real time, find out more about them and sell all products bearing the TOP 14 and PRO D2 championship logo simply and more securely. This brings a whole host of benefits together on one single platform: security, market knowledge and interaction.

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By continuing to strengthen the protection of its brands through the expertise of tesa scribos®, the National Rugby League will enter a new level in the development of its licensing program. Through the use of interactive labels, we and our licensees benefit from a powerful solution, the track & trace, allowing to protect our products effectively against counterfeits. Moreover, this solution provides us with a new digital communication channel to interact directly with the end user.
Thibaut Chatelard Marketing and Commercial Director French National Rugby League