The NMA has published research into how newspapers offer advertisers "the complete multimedia Rugby World Cup experience". Fans feel that their newspapers share their game's values. The rugby coverage carries the authority of expert journalists and respected former players. This is just as true in digital newspapers as in print. Newspapers offer a variety of options for advertisers, from the pull-out guides that will be kept through the tournament to topical ads to join in the game-by-game excitement .

Newspapers reflect rugby's spirit: Intelligence, Sporting Honesty and Integrity

National newspapers Creative Benchmarking demonstrates that advertising around newspapers' coverage of rugby has succeeded in reaching out to involve and motivate readers. Creative Benchmarking, developed for national newspapers in association with Kantar Media, is based on Kantar's TV creative benchmarking system. The key measure is TNS's AdEvalT Motivated /Involved. Great newspaper advertising creates involvement with the reader, and motivates them to feel closer to the brand and / or to buy or to find out more.

Guinness, o2, Adidas, Nike, Spitfire and Crunchy Nut are among the many brands that have used the power of national newspaper advertising around the Rugby World Cup.

Rugby is the key passionate sport of the nation and it is 'only newspapers who have the commitment to report in depth' Malcolm Vallerius, Sports Editor, Mail on Sunday.