Rugby World Cup 2011 Facebook Page Reaches One Million Fans
• Rugby World Cup 2011 Facebook page reaches one million fans
• Largest Facebook page in New Zealand
• Social media channels key to connecting with a new generation of fans
Rugby World Cup 2011 achieved a major milestone today when it reached one million likes on the official Facebook page (www.facebook.com/rugbyworldcup), making it the largest Facebook fan page in New Zealand and the largest sports community in Australasia.
Established in September 2009 to coincide with the two years to go milestone, the page has grown steadily over the past 18 months, attracting fans from around the world who receive regular updates through their news feeds.
Rugby World Cup Limited Chairman Bernard Lapasset said: “We are very excited that so many fans have shown their support for the Tournament via our official Facebook page and it is great to see fans from all over the world have joined the community."
The Rugby World Cup 2011 Facebook page allows fans to interact with a range of content and other fans who have similar interests. Fans can add their own comments, photos and videos as well as participating in polls and discussions.
“Through social media, we have been able to connect with a new audience for the Tournament, an audience that we know will be the future of the sport in the years to come,” added Lapasset.
Fans of the page represent an international melting pot, with no one country accounting for more than 20% of the fan base. The UK has the biggest share of the audience (19%), followed by France (11%), New Zealand (11%), Argentina (8%) and Australia (7%), while 55% of fans are under the age of 25. For a summary of statistics, please refer to Appendix A below.
Shane Harmon, General Manager of Marketing and Communications at Rugby New Zealand 2011, said: “One of the features of Rugby World Cup is the good natured banter and camaraderie among fans of different teams. This passion is very much reflected on our Facebook page.”
“Social media has developed into an integral part of our marketing and communications activities, allowing us to interact with Rugby World Cup fans to a level never before experienced by a Rugby event."
"Feedback on the page allows us make our content more relevant for fans. It’s also a very important customer service platform where we answer numerous questions on a daily basis."
In addition to Facebook, Rugby World Cup 2011 also has a presence on several other social media sites including Twitter, YouTube (video) and Flickr (photos).
In the lead up to and during the Tournament, the official social media sites will be an integral part of the news service offered to fans, giving them access to Rugby World Cup 2011 content including results, interviews, videos, photos, games and more.
Social media plays an important role in the promotion of sport worldwide and players, coaches and team members will be able to connect with fans via social platforms during RWC 2011.
“We understand the important role that social media plays in the promotion of Rugby around the world. We are happy for players to use social media to share their experiences during Rugby World Cup 2011 within the tournament guidelines.”
You can join Rugby World Cup online at:
• www.facebook.com/rugbyworldcup
• www.twitter.com/rugbyworldcup
• www.youtube.com/rugbyworldcup
• www.flickr.com/rugbyworldcup
...and through the official Tournament website at www.rugbyworldcup.com
Appendix A: RWC Facebook Infographics
Notes to editors
Official Travel and Hospitality Programme: Fans wanting to guarantee their place at RWC 2011 can do so through the Official Travel & Hospitality Programme. A range of official RWC 2011 travel packages are available which include travel and accommodation options. Alternatively, companies wanting a complete RWC 2011 experience can choose from a number of exciting ticket-inclusive hospitality packages on offer, including the exclusive Eden Park Pavilion. For more information about the Official Travel & Hospitality Programme, please visit www.rth2011.com.
About Rugby New Zealand 2011 Ltd: Rugby New Zealand 2011 Ltd (RNZ 2011) was established in June 2006 and is the organisation responsible for the planning and delivery of Rugby World Cup 2011 in New Zealand on behalf of its shareholders, the New Zealand Rugby Union and the New Zealand Government. RNZ 2011 is governed by a Board of Directors. The New Zealand Rugby Union was selected as the Host Union for RWC 2011 by the International Rugby Board Council in November 2005.
About Rugby World Cup: Rugby World Cup is the third largest sports event in the world. The inaugural Tournament took place in 1987 and it is held every four years. In 2007, the sixth tournament was held in France and enjoyed a cumulative worldwide broadcast audience of more than four billion.
Further Information:
Dominic Rumbles, IRB Head of Communications, +353 868 520 826, email dominic.rumbles@irb.com