Fifty Digital appointed by European Professional Club Rugby to manage all social media platforms
Fifty Digital, the multi-award winning creative, digital and social agency in sponsorship and sport, are delighted to announce the expansion of its relationship with European Professional Club Rugby (EPCR).
After a successful partnership to launch and manage the Heineken Champions Cup TikTok channel, Fifty Digital has now been appointed as the agency responsible for driving all Heineken Champions Cup and EPCR Challenge Cup social media communications.
Fifty Digital’s primary goal is to increase awareness of both the Heineken Champions Cup and EPCR Challenge Cup and drive a deep engagement among Millennial and Gen Z rugby fans. The activation approach will centre on cultural and creative content that appeals to existing audiences and a new generation of rugby fans.
Covering Instagram, YouTube, TikTok, Twitter and Facebook – including dedicated French language channels on the latter two platforms – Fifty Digital will deliver all production across motion and static, content publication, community management and attendance at key fixtures for fan engagement opportunities. Additionally, Fifty Digital will support the management of EPCR’s fan acquisition and paid activation.
With the 2022 tournaments getting under way in the second week of December and taking place on eight weekends in the global rugby calendar, there will be a focus on maximising reach and engagement across match windows as well as finding relevance throughout the year.
EPCR competitions are entering an exciting phase of their development with the addition of five South African teams – Stormers, Sharks, Bulls, Cheetahs and Lions – for the 2022/23 season. They join clubs from the UK, Ireland, France and Italy, battling it out to be crowned the best from two richly talented rugby continents.
Stade Rochelais won their first Heineken Champions Cup by defeating Leinster 24-21 in a thriller at Marseille’s Stade Vélodrome in late May, with Lyon OU also achieving a maiden European title by beating RC Toulon in the Challenge Cup Final.
With the 2023 final taking place at Dublin’s Aviva Stadium, Leinster will be even more motivated to go one better on home turf next season.
Through audience insights, platform optimisation, market-leading static and motion video production, creative ideation, fan engagement and talent access, Fifty Digital will grow EPCR social media channels with a particular focus on key target markets for growth in the UK, France and South Africa.
Stuart Winship, Digital Lead, EPCR, said: “We are thrilled to be developing our partnership with Fifty Digital even further for the upcoming season. Their credentials in both sport as a whole and rugby in particular are second to none, and we have already seen the impact their creative minds can bring to our channels. We are set for an exciting season as they help take our tournaments to new levels with ever-greater engagement amongst teams, players and fans.”
Nick Jackman, Co-Founder of Fifty Digital, said: “It is an honour to be working across two of the most iconic tournaments in rugby and expand our relationship with EPCR. We are looking forward to capitalising on interesting storytelling opportunities both during and out of season and feel we have only just scratched the surface in where we can take the channels and creative approach.”
Sarah Hartwell, Client Services Director at Fifty Digital, said: “The past three months we have planned, launched and managed EPCR’s debut on TikTok, attending key matches in Europe and creating a variety of on-trend reactive content. From this we know how passionate, bold and forward-thinking EPCR are, and we could not be more excited to expand our remit and bring the Fifty Digital flair to two iconic rugby tournaments and their channels.”