TLA, together with USA Rugby and the event’s Title Sponsor, American International Group (AIG), set out to create a world class event that would launch the sport of rugby in the United States. Held at historic Soldier Field, the match was the most successful in US Rugby history and a landmark in expanding TLA Properties’ footprint.
The friendly was an official sell out, with over 61,500 supporters in attendance and set an attendance record as the largest rugby match to ever be played on US soil. NBC broadcast the match live, which had viewership of 1,000,000 households, and also promoted the game on NBC Sports programming prior to kickoff. Additionally, the event generated record revenue for hotels and merchandisers in Chicago, drove awareness by consumers for the sport beyond any expectations, and garnered worldwide viewership for a rugby match in the United States.
TLA’s services for the match included, but were not limited to ticket sales, game production and match day operational efforts, marketing and advertising, sponsorship sales and fulfillment, merchandise design and sales, negotiation of media rights, and suite sales.
Sponsors of the match were highlighted by AIG, Astellas, DHL and MasterCard.