Word: tetley
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Dates: during 2000-2009
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...champs by loosening their purse strings. The RFU squeezed €15 million out of sponsors this year, topping the €12.9 million it attracted in 2002. After recently inking deals with Nike and British mobile phone operator O2, it has kick-started negotiations with U.K. utility Powergen and brewers Tetley's. For businesses, the rough-and-tumble game's appeal lies in its audience; a primarily male, affluent demographic, anchored in the corporate sector. "The marketability of English rugby...