Newcastle Falcons - Brand Report
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COMMERCIAL &<br />
SOCIAL MEDIA<br />
REPORT 2024<br />
JOIN THE #FALCONSFAMILY<br />
To join the #<strong>Falcons</strong>Family please contact:<br />
corporatesales@newcastle-falcons.co.uk<br />
0191 214 2841
CONTENTS
OUR BRAND NARRATIVE<br />
OUR BRAND VALUES<br />
PREMIERSHIP RUGBY<br />
A REGIONAL POWERHOUSE<br />
TV AUDIENCE<br />
DIGITAL FOOTPRINT<br />
SOCIAL MEDIA<br />
WEBSITE<br />
EMAIL NEWSLETTERS<br />
4<br />
6<br />
8<br />
9<br />
10<br />
11<br />
11<br />
14<br />
15
OUR BRAND NARRATIVE<br />
Adopted at the start of the 2022-<br />
23 season, the True North mantra,<br />
created by our players, encapsulates<br />
the ethos of the entire club.<br />
As the outpost of rugby union in the<br />
North of England, we are dedicated<br />
to preserving professional rugby<br />
in our region. We are committed<br />
to identifying and developing local<br />
talent for the long term.<br />
We achieve this through our<br />
established and successful academy,<br />
and by bringing in experienced<br />
players and coaches to enhance<br />
player and team development.<br />
Deeply invested in our community,<br />
we take pride in where we live. We<br />
actively support the region, fostering<br />
relationships with its communities,<br />
businesses, and people.<br />
As one of the oldest professional<br />
sports clubs in the North of England,<br />
we are friendly, welcoming, and rich<br />
in history. Together, we strive to build<br />
on our solid foundations and secure<br />
a bright future for professional<br />
rugby union, our northern stars, and<br />
our club.<br />
We are 100% <strong>Falcons</strong>, always<br />
focusing on ourselves and our<br />
continuous improvement. Our unity<br />
and dedication drive us forward,<br />
ensuring we remain true to our<br />
values and ambitions.
THIS IS<br />
NEWCASTLE<br />
FALCONS;<br />
THIS IS THE<br />
TRUE NORTH.
OUR BRAND VALUES<br />
DEDICATION<br />
Hard work, perseverance, and loyalty are at the heart of everything we do. Our team, coaches, board, and staff all<br />
work tirelessly to ensure that the show goes on. Win or lose, we are united in achieving a common goal: preserving<br />
professional rugby in the North of England for future generations and our fans.<br />
RELIABILITY<br />
We strive to build a home for our players, coaches,<br />
staff, and fans. Reliable and solid, we are here for the<br />
long haul. Our stakeholders can depend on us, knowing<br />
we plan for continuity and growth. We are here for<br />
today and tomorrow, fostering a strong community<br />
around us.<br />
COMMUNITY<br />
Developing and nurturing the next generation of talent,<br />
while collaborating with local clubs, businesses, and<br />
good causes, is at the forefront of our ethos. The<br />
North-East is our home, and we are committed to supporting<br />
it and its people.
HERITAGE<br />
As a club steeped in history, we aim to<br />
preserve our past while developing our future.<br />
We are dedicated to honouring our roots and<br />
never losing sight of how we started.
PREMIERSHIP RUGBY<br />
A NATIONWIDE FOOTPRINT<br />
10<br />
CLUBS<br />
WITH STADIUMS AT<br />
THE HEART OF THE<br />
COMMUNITY.<br />
9 MONTHS<br />
OF TOP-FLIGHT RUGBY IN ONE OF THE MOST<br />
COMPETITIVE LEAGUES ACROSS THE WORLD.<br />
10,000,000<br />
PEOPLE ARE ENGAGED WITH RUGBY ACROSS THE UK<br />
223,300<br />
REGISTERED PLAYERS IN ENGLAND (2023)
A REGIONAL<br />
POWERHOUSE<br />
<strong>Newcastle</strong> <strong>Falcons</strong> stands as the only professional<br />
rugby union club in the North East of England<br />
and Cumbria, a region home to nearly four million<br />
people.<br />
STRONG LOCAL FAN BASE<br />
THE AVERAGE SUPPORTER RESIDES WITHIN 16 MILES OF THE CLUB.<br />
95%<br />
OF SUPPORTERS LIVE WITHIN 50<br />
MILES OF THE CLUB<br />
RISING ATTENDANCE FIGURES<br />
COMPARED TO THE 2022/23 SEASON, NEWCASTLE FALCONS HAVE EXPERIENCED SIGNIFI-<br />
CANT GROWTH IN ATTENDANCE ACROSS ALL COMPETITIONS:<br />
10%<br />
19%<br />
64%<br />
61%<br />
OF SUPPORTERS LIVE WITHIN 10<br />
MILES.
TV AUDIENCE<br />
NEWCASTLE FALCONS HAVE SIGNIFICANTLY INCREASED THEIR TV REACH IN THE UK DURING THE 2023/24 SEASON,<br />
WITH 13 GAMES IN MAJOR COMPETITIONS BROADCAST ON LINEAR TV THROUGH CHANNELS SUCH AS:<br />
Additionally, all other fixtures were available live on Premiership Rugby’s PRTV<br />
streaming service. The enhanced access to footage has led to widespread<br />
sharing of clips across social media.<br />
The club’s regular sharing of TNT Sports post-match interviews has greatly<br />
boosted exposure for brands featured on the TV backdrop. <strong>Newcastle</strong> <strong>Falcons</strong><br />
also benefit from free-to-air television coverage through weekly ITV highlights<br />
show. Furthermore, Premiership Rugby’s international broadcasting deals<br />
ensure live coverage of games in major markets, including the USA, Australia,<br />
South Africa, South America, South East Asia, and across Europe.
DIGITAL FOOTPRINT<br />
SOCIAL MEDIA<br />
47,276<br />
FOLLOWERS<br />
PREM RUGBY<br />
286,000<br />
EPCR ECC<br />
69,000<br />
51,309<br />
FOLLOWERS<br />
PREM RUGBY<br />
394,000<br />
EPCR ECC<br />
22,800<br />
54,749<br />
FOLLOWERS<br />
PREM RUGBY<br />
290,051<br />
EPCR ECC<br />
27,756<br />
9,527<br />
FOLLOWERS<br />
PREM RUGBY<br />
23,000<br />
EPCR ECC<br />
7,000<br />
<strong>Newcastle</strong> <strong>Falcons</strong>’ combined social<br />
media following has now surpassed<br />
171,000.<br />
Huge social media growth over the last two years (June<br />
11, 2022 – June 11, 2024)<br />
FOLLOWING INCREASE<br />
IMPRESSIONS INCREASE<br />
ENGAGEMENT INCREASE<br />
11.3%<br />
14.4%<br />
16.6%<br />
PREM RUGBY<br />
156,600<br />
PREM RUGBY<br />
193,000<br />
6,888<br />
FOLLOWERS<br />
EPCR ECC<br />
138,100<br />
2,040<br />
FOLLOWERS<br />
EPCR ECC<br />
82,500<br />
VIDEO VIEWS INCREASED BY 767.9%
FACEBOOK<br />
(LAST TWO YEARS)<br />
47K<br />
FOLLOWERS<br />
4.7K<br />
TOTAL POSTS<br />
46.1M<br />
IMPRESSIONS<br />
2.65M<br />
ENGAGEMENTS<br />
FOLLOWER GROWTH<br />
TOP POST<br />
40,000 45,000 50,000<br />
47,276<br />
2022 2023 2024<br />
42,893 TOTAL ENGAGEMENTS<br />
INSTAGRAM<br />
(LAST TWO YEARS)<br />
6.1K<br />
TOTAL POSTS<br />
3.1K<br />
STORIES<br />
33.1M<br />
IMPRESSIONS<br />
1.35M<br />
ENGAGEMENTS<br />
PUBLISHED POST TYPE ENGAGEMENTS<br />
10 Mar,<br />
2024<br />
30 Dec,<br />
2023<br />
20,270<br />
PROFILE ACTIONS<br />
U18s Academy<br />
players making<br />
England U18s<br />
debut<br />
Adam Radwan try<br />
v Saracens<br />
20,653<br />
8,714<br />
FOLLOWER GROWTH<br />
40,000 45,000 50,000<br />
51,300<br />
26 Nov,<br />
2022<br />
Doddie Weir<br />
tribute<br />
7,535<br />
2022 2023 2024
X<br />
(TWITTER)<br />
(LAST TWO YEARS)<br />
54.1K 9.7K 51.1M 1.29M<br />
FOLLOWERS TOTAL POSTS IMPRESSIONS ENGAGEMENTS<br />
TOP PERFORMING TWEET<br />
4.68K 467 143<br />
993,000<br />
VIDEO VIEWS<br />
110,902<br />
TOTAL POST ENGAGEMENTS<br />
FOLLOWER GROWTH<br />
50,000 52,500 55,000<br />
54,741<br />
PUBLISHED POST TYPE ENGAGEMENTS<br />
15 Oct,<br />
2022<br />
30 Sept,<br />
2022<br />
07 Jan,<br />
2023<br />
Mateo Carrers try<br />
v Northampton<br />
Saints<br />
Blaydon Races v<br />
Bristol Bears<br />
Blaydon Races v<br />
Leicester Tigers<br />
110,902<br />
34,521<br />
21,059<br />
2022 2023 2024
DIGITAL FOOTPRINT<br />
WEBSITE<br />
CLUB<br />
WEBSITE<br />
A new <strong>Newcastle</strong> <strong>Falcons</strong><br />
website launched in<br />
September 2023.<br />
Allowing more tailored<br />
content, increased<br />
functionality for video content<br />
and an in-depth profile of<br />
squad members.<br />
Since launch, www.newcastlefalcons.co.uk<br />
has received<br />
398,000 visitors.
DIGITAL FOOTPRINT<br />
EMAIL NEWSLETTERS<br />
33,000 42.28%.<br />
Database of over 33,000<br />
contacts. All with specific<br />
preference settings for<br />
improved targeting.<br />
Ave. open rate of 42.28%.<br />
Data for B2B and B2C<br />
businesses published in<br />
January 2024 by Constant<br />
Contact, gives the overall<br />
average open rate as 39.7%
JOIN THE #FALCONSFAMILY<br />
To join the #<strong>Falcons</strong>Family please contact:<br />
corporatesales@newcastle-falcons.co.uk<br />
0191 214 2841
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