The Rugby World Cup—the premier international rugby competition—draws both top athletes from around the globe and a roster of high-profile sponsors eager to activate at this hotly anticipated tournament, which is setting both attendance and viewership records this year. With New Zealand and South Africa set to face off in the finals this weekend, let’s take a closer look at this marquee event and its partnerships.
Tech giant Capgemini and financial services powerhouse Société Générale—worldwide partners of the Cup, along with Mastercard, Asahi, Capgemini, Defender, and Emirates—take top billing as the title sponsors of the 2023 edition hosted by France, where both companies are headquartered.
Other notable tournament partners include Accor, Orange, GL Events, Loxam, and SNCF––all of which will also support the sport at the 2024 Summer Olympic Games, for which France will also play host, in what’s shaping up to be a banner two years for the country on the world-class sports front.
With three Rugby World Cup titles each, New Zealand and South Africa are both vying for a historic fourth championship, which will distinguish one of them as the only country to ever win the title four times. In a remarkable streak, this weekend’s matchup marks the fifth consecutive year that either New Zealand or South Africa has clinched the Rugby World Cup, spotlighting their dominance of the game on the global stage as they again battle for the coveted title.Something else the teams have in common? Both partner with chocolate maker Cadbury–a sweet deal for the national teams and the brand alike. Continuing off the field, South Africa edges out New Zealand in terms of sponsorships with 37 compared to New Zealand’s 29.