Peugeot Kicks Off In Australia

Peugeot to sponsor Rugby World Cup 2003

Automobiles Peugeot has become an official sponsor of Rugby World Cup 2003, which will be held from 10 October to 22 November in Australia. After Roland Garros (French Open) in 1984 and the Trophée Lancôme in 2000, the Peugeot brand has chosen to associate its name with another major sporting event. This commitment confirms Peugeot’s will to support sport and encourage its growth across the world.

Rugby World Cup 2003 will involve the top 20 rugby-playing countries competing to be recognised as the best in the World and it is expected to be the sporting event of the year. Created in 1987, Rugby World Cup has quickly established itself as one of the world’s most popular and important sporting events. This year, over 2 million spectators will enjoy the thrill of watching the 48 matches that make up the Tournament.

Throughout the event, Peugeot, as an Official Partner, will lend a fleet of 150 307 and 607 models for Tournament use.

Peugeot’s commitment to sport dates back to the early 70’s. With the objective of developing its image, the manufacturer became involved in three major sports whose values are in keeping with those of the brand: tennis, rugby and golf. In each of these three sports, Peugeot implemented a sponsorship strategy which has been applied at all levels. Firstly, at the amateur level, by developing friendly events intended for players around the world. Secondly, at an intermediate level, by supporting sporting entities (federations, teams, clubs…) or national events. Finally, at a professional level, by its involvement in international sporting events.

This strategy has been applied to Peugeot’s involvement with rugby, with which the brand first became involved in the mid 90’s. In 1996, based on the relationship between the Toulouse Regional Department and the Stade Toulousain team (one of the most famous French rugby teams), Peugeot decided to support rugby by becoming the Official Sponsor of the Toulouse Team. Now, many examples exist which demonstrate the success of this sponsorship: Ovalion, the Stade Toulousain mascot and the Peugeot Kids Cup launched in 2001, an event specifically aimed at young players in the Toulouse area. Additionally, the Lion brand managed to build a close relationship with the players of the Stade Toulousain team, all of whom now drive a 307 SW.

Like France, Peugeot Argentina supports the Pumas, its national team, and Peugeot UK has supported Coventry Rugby Club for over twenty years.

In 2001, the Lion brand broadened its rugby involvement by signing a 2-year partnership agreement with the European Rugby Cup. The tournament involves the best clubs in France, England, Wales, Ireland, Scotland, and Italy. This commitment has given Peugeot a strong presence on many European rugby fields and the supporting communication media has served to strengthen the ties between Peugeot and rugby, a sport full of passion and genuineness.

Mike Miller, Managing Director of Rugby World Cup Ltd said: "I am delighted that Peugeot has chosen to associate itself with Rugby World Cup. It is world renowned for quality and reliability and the involvement in RWC ’03 is further confirmation of the global reach and penetration of the game."

With the new Rugby World Cup 2003 Partnership, Peugeot is once again extending its commitment to the sport of rugby throughout the world.

Published 28 June 2003 Melanie Carter
 

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