A smart content strategy in partnership with Planet Sport Group helped the finance brand move from pitchside hoardings to hearts – reaching over 2.3 million engaged rugby union fans.
Sponsorship is easy to buy. Attention? Not so much. That’s what made our campaign with eToro such a powerful case study in how to turn media rights into meaningful brand impact.
Ahead of the 2023 Rugby World Cup, eToro approached our rugby union title, Planet Rugby, with a clear brief: help them get in front of millions of engaged rugby union fans (many of whom are high earners with a strong interest in finance) and turn that exposure into brand affinity.
The social investment and multi-asset brokerage company had already invested in sponsorship rights around the Rugby World Cup, but they wanted more than just logo placement on a pitchside hoarding. They wanted a way to really connect with fans. Not just reach them, but be remembered by them. 
We understood that this would only succeed by meeting fans where they already were: on Planet Rugby. Here we could offer content they actually want to read, watch, and share.
The idea was simple: transform their sponsorship into brand exposure that sticks through content, entertaining, relevant, smart content that would live on platforms rugby fans already trust.
What resulted was a multi-channel, fully integrated content campaign with real-time sponsored content, finance-tinted rugby features, and match-day activations. All delivered across our so-called ‘world’s biggest rugby club’, Planet Rugby.
The content included Planet Rugby’s millions-a-month strong website, its highly engaged-with social media channels, and fan-favourite YouTube channel Two Cents Rugby, all tied to on-pitch action and subtly reinforcing eToro’s message: investing doesn’t have to be intimidating.
In short, the campaign made the most of every minute and every match.
It wasn’t just about clicks but about resonance. The campaign included everything from light-hearted explainers to tactical analysis, using creative hooks like “What would this team’s investment portfolio look like?” and “Which rugby strategy matches your trading style?”
The result was a campaign worth cheering for with a response that exceeded expectations; we reached:
- Over 2.3 million fans globally, with content consumed across major platforms, from in-depth articles to snackable social content.
- 350,000 users on social media alone, generating 58,000 YouTube views.
- Generated 77% ad viewability during the campaign, with World Cup tournament page views peaking at 98,000.
This was a significant boost for eToro’s brand presence.
More importantly, the campaign delivered a precisely targeted audience of 25–44-year-old, finance-minded sports fans. Exactly eToro’s sweet spot.
This wasn’t about virality for its own sake. It was about smart, story-driven content designed to educate and entertain while positioning eToro as a trusted, culturally relevant investment platform.
“Teaming up with Planet Rugby has been amazing for eToro. As we ventured into rugby sponsorship for the first time, we needed a media partner who could put our brand in front of a rugby-obsessed audience, and Planet Rugby was the perfect choice,” said Max Judge, Digital Marketing Manager at eToro.
“Over the past two seasons, our partnership has led to excellent engagement and significant growth in traffic to our website. The Planet Rugby team has been a joy to work with, feeling like an extension of our own team and constantly bringing fresh ideas to the table.”
That's true fan connection.
This campaign didn’t simply bolt a brand onto the Rugby World Cup. It built content that made eToro part of the conversation without diluting the fan experience.
In the scrum of sports tournament sponsorships, it was the story, not the signage, that stuck. Creativity, trust, and audience insight turned eToro’s investment into a lasting connection with fans. This campaign showed that relevance and resonance matter more than just visibility.
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