QBE Rugby Q&As with Times+

QBE Rugby Q&As with Times+

The Challenge: Having signed a 3 year partnership with the RFU, QBE wanted to establish themselves as the headline partner of the Autumn Internationals. Their core objective was to engage a quality business audience and leverage the hype in the build up to RWC.

The Idea

To create an engaging Q&A rugby event in partnership with QBE Insurance and Times+. We secured an interesting discussion panel of well-known and inspirational Rugby stars, including former England captain Lawrence Dallaglio, Martin Bayfield, Jeremy Guscott, Sean Fitzpatrick and Stuart Barnes, amongst others over the years.

The event gave Times members the opportunity to listen to opinions and open discussion around QBE Internationals and England’s potential successes in the upcoming Rugby World Cup. Featuring rugby experts, the event proved extremely popular. Times+ promotion prior to the evening and live tweeting during the evening helped raise the Q&A’s profile and popularity too.

Watch the Panel Discussion >

QBE Rugby Q&As with Times+

The Results: Top line

  • Sold Out Event

    Sold Out Event

    Massive demand for the event within the core Times reader base of sports fanatics

  • Social Media Success

    Social Media Success

    64 retweets of Sunday Times Sport comments, 33 favourited tweets and 18 reader tweets

  • Engagement


    Positive impact on readers and high engagement both during and post event via the website