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Rugby cashing in on world cup wins

Tuesday, September 22, 2015 - 01:29

Japan's stunning victory over South Africa sparked a blitz by Japanese fans on rugby world cup merchandise. At £70 for a replica shirt, it's not cheap, but as David Pollard reports, the buying power is there.

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Japan's Brave Blossoms: no shrinking violets. They battered their way to victory against twice world champions the South African Springboks with an extra-time try. And set not only their own fans alight, but others too, in what's called one of sport's greatest upsets. Somebody who wasn't feeling upset: team coach Eddie Jones. (SOUNDBITE) (English) JAPAN HEAD COACH EDDIE JONES SAYING: ''We haven't come here just to have one splash in the pond, you know? We want to make a go of this world cup. We said we had two targets: one was to make the quarter-finals and the other to be the team of the tournament. So, we have made a start on both of those.'' The Rugby World Cup's store in London's Oxford Street was forced to close early at the weekend after a blitz by fans celebrating the victory. With an expected 240 million pounds of commercial revenues, this world cup could be the most lucrative ever. But come with a loaded wallet: a Japanese rugby shirt retails in the shop for around seventy pounds. Though that shouldn't be too much for the burgeoning fan base of the world's fastest-growing team sport. Robert Haigh of Brand Finance. (SOUNDBITE) (English) ROBERT HAIGH, BRAND FINANCE, SAYING: ''It still is very small compared to, say, football or some other very significant sporting events like the Olympics. It has a very niche audience in some ways, so it's geographically specific, but also demographically specific. That said, it is a very wealthy audience, generally.'' So, good news for sponsors and advertisers then. As for South Africa ... well, it would be bad manners to gloat ...

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Rugby cashing in on world cup wins

Tuesday, September 22, 2015 - 01:29