A stakeholders evalutaion [sic] of the Cornish Pirates claim to be the rugby club for Cornwall
University of Wales Institute Cardiff
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The investigation is based upon a stakeholder’s perception of the Cornish Pirates’ claim to be the rugby club for Cornwall. The relevant information was obtained through interviews with a cross section of internal and external stakeholders both directly and indirectly associated with the club. The sample group used was as follows: • The marketing manager of the Cornish Pirates • The director of rugby at Redruth rugby club • A lifelong season ticket holder at the Cornish Pirates • A sponsor of the Cornish Pirates • A Cornwall Rugby Football Union committee member. A diverse sample group was used to generate a broad perspective on the perceived attitude towards the relatively newly formed brand of the Cornish Pirates. The main findings of the investigation implicated that after an initial reluctance to change, the concept of the brand coupled with the clubs ambition to bring premiership rugby to Cornwall has been widely embraced by the various stakeholders involved throughout the investigation. Furthermore the diverse strategies currently in place at the club continue to attract an ever expanding consumer base. The brand is also a major marketing attraction to local businesses in the capacity of sponsors who receive constant coverage of their company through various forms of advertising. The formation of partnerships within the community and with other local rugby clubs provides further sustainability to the justification of the Pirates claim to be the rugby club for Cornwall.
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