For any business trying to get noticed, the challenge is always the same: how do you find an audience that is actually paying attention?

In February, that answer becomes simple. You go where the passion is.

With the Six Nations kicking off alongside the start of the new Super League season, a massive demographic of the UK population is about to be glued to their screens, phones, and news feeds. This creates a “Super February”, a rare moment where high-volume national attention aligns perfectly with deep regional loyalty.

You don’t need to be a sports brand to benefit from this. Whether you are selling mortgages, holidays, or retail goods, this is about placing your business next to content that people care deeply about.

Here is why your advertising strategy shouldn’t choose between “Broad Reach” and “Local Trust”, and how Reach allows you to secure both.

1. The “Union” Effect: National Scale for Your Business

The Six Nations is more than a tournament; it is a cultural moment. It captures the “pub crowd,” families, and millions of casual readers nationwide. It is the moment when the mood shifts and the nation comes together.

Through our national titles, we capture this broad excitement. For a business, this is your volume play. It puts your brand in front of millions of potential customers who are checking scores, reading analysis, and planning their weekends. It’s mainstream visibility at its peak.

2. The “League” Effect: Winning the North

While the nation watches the Six Nations, the North is waking up for something grittier. The launch of the Super League season reignites the heart and soul of the M62 corridor.

From Hull to Wigan, St Helens to Leeds, this audience is incredibly loyal. When you advertise next to our Super League coverage, you aren’t just a faceless banner ad; you are appearing in the trusted local titles these communities live by – Hull Live, Leeds Live, The Manchester Evening News. Plus, this season welcomes back Bradford to the top flight and newcomers York Knights.

For a business, this offers geographic precision. It allows you to target a specific, highly engaged customer base in some of the UK’s most economically vibrant regions, leveraging the trust they have in their local news.

3. The “Deep” Connection: All Out Rugby

To really cut through the noise, you need more than just eyes on a page; you need ears.

Our Reach-owned podcast, All Out Rugby, has established itself as a premier voice in the sport. Podcast listeners are a “lean-in” audience; they dedicate 40 minutes or more to listening and trust the voices they hear.

By integrating All Out Rugby into your campaign, your business gains a level of intimacy that standard display ads can’t match. You are speaking to customers when they are most relaxed and engaged.

Why Your Business Doesn’t Have To Choose

Traditional advertising logic often forces a compromise:

• Do you buy national ads to get the numbers?

• Or do you buy local ads to build trust?

Reach breaks this compromise.

Because we own the national conversation (via the Mirror/Express) and the regional strongholds (via our Live network), we deliver the entire map. We can put your business in front of the casual customer in London on a Saturday afternoon and the loyal community in Wigan on a Friday night.

The Bottom Line: The Six Nations gives you the scale. The Super League gives you trust. And All Out Rugby gives you the engagement.

This February, don’t settle for half the audience. Contact the Reach team today to find out how we can put your business at the centre of the conversation.

To speak to us about your next campaign, complete the form below.

Follow us on LinkedIn.

Check out our previous blogs here.