Benetton Rugby
Benetton Rugby: together to get a try!

Stronger together.

Rugby is a sport where teamwork is everything: teammates play with great understanding and harmony because only together they score and win. Benetton Rugby sums up this concept with this expression: Stronger Together.

Just as we do at Adiacent: we stand by our clients to achieve goals together. How could we not embrace the values of one of the most important and awarded teams in Italy? This is how our collaboration with Benetton Rugby, sponsored by Var Group, was born.

The Treviso team boasts a large community of followers, and passionate fans who follow the team on social media and offline. The shared strategy’s objective was to further spread the Benetton Rugby brand and the team’s values on major social channels to connect with new potential supporters. For this reason, we used Facebook Ads with creative, customized ads for different placements, aimed at strengthening the brand’s image and engaging users.

Solution and Strategies

· Digital Strategy
· Content Production
· Social Media Management


The passion for rugby is strong: it creates pride and a sense of belonging. Such a great involvement that fans want to carry it with them, even wear it: #WeAreLions, we are fans of the Benetton Rugby team. From official match apparel to leisurewear and gadgets: the dynamic ads we created were dedicated to the team’s official merchandise, available in the online store. And when the heart beats for the lions, you can’t miss the live experience: attending a home game at the Monigo stadium in Treviso is an exciting adventure, suitable for both kids and adults. With a campaign dedicated to ticket sales, we aimed to involve more and more people – including families – with targeted storytelling that portrayed the match as a unique and special event, offering great excitement and conveying the positive values of sports. The collaboration has led to the growth of the Benetton Rugby fan community, with very positive results in terms of engagement, reactions, and comments.

We at Adiacent – passionate fans – are ready to cheer. #WeAreLions… E voi?