October 27th and November 17th this year see two of the Rugby League World Cup matches taking place in Warrington.
Even for those of us who are not fans of the sport it will be difficult not to
be drawn into the build-up surrounding the event. Samoa will be using
Warrington as a base for the tournament too, so bringing some excitement to the
town. So what does this all mean to Warrington businesses? Whilst these two
events in isolation will have a relatively small impact outside of their actual
occurrence the build-up activities provide a number of opportunities. Media,
promotion, merchandising, corporate hospitality, ambassador events, catering,
security, transport and accommodation all add up to lots of £££’s throughout
the tournament. However it won’t just roll up at your door. Businesses need to
carefully monitor the RLWC communications, attend the briefing events and think
creatively about how they can benefit from all the surrounding activities. OK,
so it’s not London 2012, but in a town of around 200K people it can have a
relatively large financial benefit, if businesses actively engage and are
innovative. So if you want the business then you need to tackle it head on.
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