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Presentation Oval Marketing Book

Rugby’s day has finally arrived. The Rugby World Cup is the third largest media event in the world, (after the Soccer World Cup and the Olympic Games), reaching over 400 million fans.

Rugby is also obtaining greater visibility in Italian sports business circles. It is considered a “clean” alternative to the spectacle of soccer, and thanks to its component value, rugby is gaining more recognition not only from passionate fans, like the 80,000 who attended the San Siro (Italy) vs. “All Blacks” match in November 2009, but also from investors.

The expansion of rugby is also the result of an attentive strategy where the calls of the market have contributed to the development of a movement with exponential growth rates in Italy. In a span of ten years, from 2000-2010, the number of season ticket holders has grown from approximately 30,000 to 80,0000, and the annual budget of the Italian Rugby Federation is nearing 38 million Euro, which is four times larger than it was when Italy first entered the Six Nations Championship.

Antonio Pagano is a lawyer and consultant for many national and international sports organizations. In the US, he is involved with several sports marketing projects, including the first and only rugby academy at the University of California Santa Barbara. Pagano has translated his years of experience in marketing durable hard goods for multinational groups such as Moulinex/Brandt into systematic and effective growth strategies for the sport of rugby in Italy. From 2004 to 2008 he was the Marketing and Communication Manager for Montepaschi Viadana Rugby Club. He then went on to become General Manager of FEMI-CZ Rugby Rovigo for their 2009-2010 season.
He has also collaborated with Diego Dominguez, an international rugby legend, to develop a marketing and communication strategy for the Diego Dominguez Rugby Camp. Pagano continues to innovate and he is the brainchild behind Performanager® and Rugby4Managers®, two management training courses that are based on the principals and valor of rugby, that have been used successfully to train managers in a variety of Italian and multinational companies.


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