June 8, 2015
Tough. Rugged. Powerful. Recognized leaders. No, we’re not talking about Cat® equipment. We’re talking about the rugby team that’s proudly worn the Caterpillar brand on its jerseys since 2008—the Leicester Tigers.
“All those attributes we use to describe the Cat brand align with the Tigers,” says Jas Kundra, manager of Caterpillar’s Leicester Visitor & Training Centre in England. “They’re known as a physical, powerful, yet consistent team who are leaders on and off the field. If you want to sponsor a team, be it in any sport, you want to support the very best.”
“Hugely popular” with Cat customers
Based on recent success, the Tigers certainly can lay claim to the title of “very best.” They’re the most successful English club since the introduction of league rugby in 1987, winning a record 10 English championships and reaching the playoffs 11 consecutive years. That means the team jersey – which features the Caterpillar logo – is regularly shown on national media and worn by supporters across England.
“Rugby is hugely popular within our customer base. It’s seen as quite a ‘rough and tough’ game and as such has macho appeal,” Jas says. “The Tigers’ popularity and success has provided a fantastic platform to increase market awareness for Caterpillar – and it allows our dealers to host customers in a world-class environment.”
Caterpillar hosts around 50-60 dealers and customers from around the world at every Tigers’ home game. On non-match days, Caterpillar employees regularly make use of the stadium’s conference and dining facilities for meetings and team-building events.
Interestingly, the executive chairman of the Tigers, Peter Tom, CBE, is a Cat customer as well. As chairman of the country’s largest independent aggregates business, Breedon Aggregates, he owns and operates a large number of Cat machines, as well as several quarries in England – including one he donated as the site of the 2014 Caterpillar Operator Challenge.