2015 Rugby World Cup: Banking on shared values – and the 3bn viewers for a great global event
When a senior figure from the world of banking talks up his company’s major sponsorship deal with a particular sport, because it represents the “core values” of his business, there’s a tendency sometimes to roll the eyes in a “that’s so on-message” kind of a way. So when Ian Fisher, head of coverage and investment banking at Societe Generale, talks of the bank’s substantial sponsorship of this year’s Rugby World Cup, as a “business case that makes itself” because the “values of rugby are part of our DNA” the obvious first question is “you may know a lot about banking, but what do you really know about rugby?”