uSwitch, u save, u play rugby

Independent price comparison and switching service, uSwitch.com, has announced an innovative new joint marketing initiative with the RFU that will see local rugby clubs converting switching into much-needed cash. The new scheme is expected to kick-off with communications activity in July with around 1,500 selected RFU clubs. The actual fundraising starts in September.

The concept is simple - participating clubs will get cashback for every member, friend or supporter who switches to a cheaper energy supplier or personal finance provider through a special co-branded site called the ‘conversion zone' (uswitch.com/rfu).

The switcher selects their club from a drop-down list, finds a cheaper supplier and switches. Not only do they cut their households bills and save themselves money - up to £350 for switching their household energy - but cashback is then allocated to their chosen club. If fans want to take part, but do not have a particular allegiance to a local team, they can even opt to support the English national rugby squad.

All funds are pooled and then distributed by the RFU. Clubs can then choose what to spend the cash on, with many expected to use it to buy kit or new training equipment, such as a scrum machine. There is no upper limit on the amount of money clubs can raise through the scheme.

The RFU will be promoting the scheme to its members through email, stakeholder presentations, activation packs, club house posters and adverts in the RFU Yearbook, along with other support materials. uSwitch.com will set up and run the co-branded ‘conversion zone'. The scheme is the second phase in the RFU/uSwitch.com partnership - phase 1 was about raising awareness of the tie-in through sponsorship of the 6 Nations and co-branded advertising at Twickenham.

Creative brand agency, Dair, played a key role in bringing this new scheme to life. As an agency for both brands, Dair supported the creative and marketing strategy and will manage the delivery of the campaign.

Steve Weller, Marketing Director at uSwitch.com, says: "This is a win-win for consumers and grassroots rugby. Usually, with schemes like this, consumers have to spend money, but with our initiative they actually save money on their household bills while still raising vital funds for the rugby club of their choice. This innovative new approach reflects the maturity we have within the comparison industry and our responsible, empowering approach to helping people save time and money.

Neil Armit, Business Development Manager at the Rugby Football Union, says: "This is all part of our ongoing commitment to grassroots rugby. What we particularly liked about this scheme is that supporters don't have to spend money - instead they save themselves money while still showing support for their local team. This makes absolute sense in the current financial climate."

Supporters visiting the ‘conversion zone' will be able to switch products and services across a range of sectors, including utilities, communications, insurance and personal finance.