Heathrow Express Signs England Sevens Deal
The Rugby Football Union has announced Heathrow Express as the new Official Principal Partner of England Sevens, with the air-rail link set to feature on the front of the playing shirt for both the England Men and England Women Sevens teams.
The four-year deal will see the RFU work closely with the brand to further raise the profile of the growing sport ahead of its Olympic introduction in 2016.
The England Men’s team will wear the branded shirts for the first time this weekend at the FIRA European Sevens Grand Prix in Bucharest and then in the nine events of the HSBC Sevens World Series that kicks off next month in Australia.
Meanwhile, England Women are set to compete in a separate six-leg IRB World Sevens Series, which launches in Dubai in November and takes them to destinations including the USA and Brazil.
Heathrow Express offers the fastest way to travel between central London and Heathrow, with the 15-minute journey equalling the time it takes to play a single game of sevens.
As part of the deal, Heathrow Express is also the Official Transport Partner of the England Sevens teams, providing quick airport transfer for both squads – who last season flew over 35 times and travelled more than 80,000 miles by air.
Heathrow Express will also engage with fans on a match day with a presence at The Marriott London Sevens. The tournament is the final event of the HSBC Sevens World Series and each year has broken attendance records reflecting the growing appetite for the sport.
Sophie Goldschmidt, RFU chief commercial officer said: ‘It was a priority for us to secure a partner for the England Sevens and Heathrow Express is the perfect fit. The England squads compete in several markets which replicate the customer base of Heathrow Express, and they share our passion and commitment to growing the sport.’
‘Last year’s highlights included the England Men winning the tournament in Wellington and the Women in Houston, as well as more than 113,000 supporters attending the Marriott London Sevens. It is an exciting time for the sport and we are looking forward to working with Heathrow Express to build on recent successes and introduce even more people to the game.’
Keith Greenfield, managing director of Heathrow Express added: ‘Heathrow Express is delighted to be on board with the England Sevens teams on their exciting journey. Having recently celebrated our 15 year anniversary as the ‘smarter way’ for passengers to travel between central London and Heathrow, we are looking forward to working with the RFU, and using the partnership to further promote the sport and Heathrow Express over the coming years.’
‘Today’s announcement marks an increase in our investment in rugby at an exciting time for the sport, as the country builds up to hosting the biggest World Cup ever staged in 2015.’
Joe Lydon, RFU head of international player development commented: ‘With a new head coach on board in Simon Amor and a competitive season about to get under way, this is the start of the next chapter in the development of England Sevens. That is underlined by the support Heathrow Express are giving our men’s and women’s teams and the part they will play in growing the profile of the sport.’
