This is less of a creative but more of a site link of the week.
First of all, the advertiser is cleverly piggy-backing on rugby interest due to the rugby world cup to promote an analogous sport to the same audience.
Secondly, the site links are in the form of a customer testimonial. This is a method I have rarely seen used in ads. The online purchase cycle is becoming increasingly dependent on testimonials and reviews of products and services therefore testimonials are something advertisers should try to include in Adwords ads. However there are two key barriers: promotions such as discounts provide better conversions (testimonials are more about reputation and awareness) & Adwords character limits – it is very difficult to get a decent testimonial to fit into 70 chars. This advertiser has succeeded in just a site link!