The Forum of Renowned Spanish Brands (FMRE) and the Royal Spanish Rugby Federation (RFER) have signed a collaboration agreement with the aim of promoting the image of Spanish rugby as well as projecting the values of Brand Spain and Spanish companies at a national and international level.
The alliance will materialize in the presence of the FMRE image on the kits of the Spanish Men’s XV Rugby Team during the three international matches that will take place this November. The R feature of the logo, which was renewed in 2022 together with the LLYC agency, can be seen on the front of the players’ shirts in the matches on November 8 in Leganés against Ireland; November 15 in Valladolid against England; and on November 22 in Malaga against Fiji.
Furthermore, the agreement – which does not involve sponsorship, since there is no financial compensation – also contemplates the participation of representatives of the Spanish brands and companies associated with the Forum, who will be invited to experience the excitement of the meetings from the stands.
As they transfer from the Forum to reason.Whyhighlights the differential and unique nature of this initiative, the first of these characteristics that are consolidated by the entity. Beyond the visibility it can bring to the Forum, they point out that it represents a boost in notoriety for all Spanish brands, represented in the FMRE emblem.
The growth of rugby in Spain
With this alliance, the Renowned Brands Forum is linked to a sport that has gained weight on a social and cultural level in Spain. The qualification of the men’s and women’s teams for the Rio de Janeiro Olympic Games in 2016 was a key moment, but the work carried out in recent years by the Federation was catapulted last February with the qualification of the men’s team for the 2027 Rugby World Cup, to be held in Australia.
In addition, Spain is bidding to host the 2035 (men’s) and 2037 (women’s) World Cups.
In this context, the Federation has been able to connect with all generations, taking advantage of the relationship opportunities offered by the digital ecosystem. Specifically, the strategy developed by the Spanish Rugby Federation on TikTok has reflected society’s real interest in this sport. An impact is also observed in larger audiences during broadcasts, greater attendance at matches and a growth in the base of people who play rugby in our country.
Rugby has also been boosted by the backing and support of brands, which have found in this sport a less saturated environment than others to connect with the audience. Iberdrola, NTT Data, Generali, Renfe, KMPG and Silbö Telecom are some of the entities that sponsor the Spanish Rugby Federation.
“Rugby represents values such as integrity, respect, passion and work.
as a team, which are also essential in our most international brands“, commented Sofía Osborne, President of the Forum of Renowned Spanish Brands, in a statement. “That is why this alliance makes perfect sense: we both share the ambition of projecting the best of Spain to the world.“.
The initiative is aligned with the Forum’s history of linking sports. Since 2005, the FMRE has recognized sports figures and institutions as Honorary Ambassadors of the Spain Brand. Among them are Rafa Nadal, Carolina Marín, Jon Rahm and Real Madrid, for their contribution to the international projection of a positive image of Spain.
The movement deepens this relationship. As they say, rugby combines integrity, effort and talent, values that are also associated with Spanish brands and, by extension, the Spain brand. The collaboration, they point out from the Forum, “underlines the role of sport as a vehicle for the reputation of our country so that we continue to strengthen the positive perception that the world has of us”.
For his part, Juan Carlos Martín ‘Hansen’, President of the Royal Federation
Spanish Rugby, has highlighted that “add the support of the Brand Forum
Renowned Spanish allows us to reinforce the visibility of Spanish rugby and
associate it with the excellence and reputation of our great national brands”.
