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Grudgeby

Issue 13 | December 2009

Background

For the past 137 years, Oxford and Cambridge Universities have locked horns in the ‘Varsity Match.  First played at Twickenham in 1921, it has become an annual spectacular in early December.

In 2009 the Varsity Marketing Group were looking to sell more tickets than ever before and to raise the profile of the match and its sponsor (Nomura).

With a wide range of different interest groups and target audiences it was vital to establish a positioning that appealed to all.

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