Presentation for Matt Brand, Head of Marketing at the Australian Rugby Union, in Sydney, Australia

1. AUSTRALIAN RUGBY UNION LIMITED By: Lauren Baker Marin Dell Thomas Haugen Robert Messer

2. OBJECTIVES 1. Increase ARU's global opportunities. 2. Penetrate the US market and create growth opportunity. 3. Expand and Enhance the Australian experience. Get Ready to Rumble!

3. MISSION STATEMENT The Mission of the Australian Rugby Union Limited is to manage, serve, and promote The Game of Rugby globally, at all levels of play; to assist member teams and participants in their various forms of involvement with The Game; to adhere to all The Laws of The Game; and to encourage and facilitate the involvement of as many people as possible in Rugby activities.

4. KEYS TO SUCCESS 1. Strong Global Brand. 2. Balanced Product and Services Portfolio. 3. Global Presence. 4. Established Global Sales Organization. 5. Integrated Supply Chain and Sourcing Organizations. 6. Innovative Research and Product Development. 7. Positioned to Benefit from Long-term Demographic Trends.

5. Australian Rugby Union Limited operates as a governing body of Rugby Union in Australia. Its primary activities include promotion, efficiency, progress, development, and general control of the game of rugby. PRODUCT & SERVICE SUMMARY

6. Management

7. Web-plan

8. MARKETING Butterflies

10. Heavily saturated

11. Competed in all of the six Rugby World Cups

12. Rugby is one of the nation's favorite pastimes

13. Seven former players have been inducted into the International Rugby Hall of Fame; one of which has been inducted into the International Rugby Board Hall of Fame

14. United States Description:

15. US won the gold medal in 1924 at the Paris Olympics

16. US can qualify for 2016 Olympics in Rio de Janeiro

17. USA Rugby is the main governing body of rugby activities for players and fans www.usarugby.org

18. Global Description:

19. Rugby is well established in over 120 countries worldwide

20. The main countries include Australia, Argentina, Cook Islands, England, Fiji, France, Georgia, Ireland, Italy, Japan, Madagascar, New Zealand, Niue, Namibia, Romania, Samoa, Scotland, South Africa, Tonga, and Wales, Andorra, Barbados, Belgium, Bermuda, Brazil, Canada, Chile, Côte d'Ivoire, Czech Republic, Germany, Hong Kong, India, Kenya, Malaysia, Moldova, Morocco, The Netherlands, Pakistan, Papua New Guinea, Paraguay, Poland, Portugal, Russia, Singapore, South Korea, Spain, Sri Lanka, Tunisia, Uganda, Ukraine, Uruguay, United States, Zambia, and Zimbabwe

21. Japan will host the 2019 World Cup

22. first country outside of traditional playing areas to host the event

23. viewed by the IRB as an opportunity for rugby union to extend its reach

24. International Rugby Board (IRB)

25. currently 95 full members and eight associate member countries

28. Market Rugby with football not against

29. Market the inherent advantages that rugby has over football:

30. Pace

31. Hard hits

32. Game is humanized

33. High scoring ability

36. state of the art facilities

37. clear vision of the market need

38. Sponsorship

39. Culture

40. Heritage

41. Pride

43. costs associated with entering the US market

44. individualistic nature of the US market

46. EASE OF TRAVEL AND ACCESS TO NEW MARKETSOPPORTUNITIES

48. Competition with other US sports

49. NASCAR

50. Basketball

51. Baseball

52. Ice Hockey

55. Ticket promotions and giveaways

56. Marketing in terminalsSydney Wikitravel 25-65 million people pass through Sydney every year World Flights Into Sydney 24 hour interval

58. Good Faith

61. WE DRINK ALMOST AS MUCH BEER AS AUSTRALIA!!!

64. Commentators at the event

66. Help provide basic equipment

68. International

69. 2 rivals

70. Excellent match

71. Ireland –vs.- UK

72. NZ –vs.- OZ

73. Location:

74. Chicago

75. Make-up for loss of 2016 Olympics

76. Sport fanatic city

77. Not partial to one sport

78. Obama can attend and condone rugby

79. Sponsor:

80. Airline

81. International carrier

82. Package deals for fans

83. Date:

84. Before next World Cup, but before the 2016 Olympics

85. Introduce the sport to US on an international level

88. RIO DE JANEIRO

89. REGIONAL EXPANSION How to expand and enhance in Australia?

90. STADIUM EXPERIENCE Get people to the stadium through lower ticket prices and giveaways Create lifetime fans from a great stadium experience Exploit technology usage by stadium watchers

92. 1 billion people own smartphones "I want an app for my union!“ Rugby Game for iPhone

93. WE’RE NOT PISSING IN YOUR POCKET…THIS CAN WORK!!!