O2 And RFU Seal New Five-year Partnership

O2 and the RFU have confirmed a new five-year partnership to see the brand continue as the Principal Shirt Partner for England’s men’s and women’s rugby teams.

The agreement comes as they mark 25 years of partnership, making it one of the longest-running shirt sponsorships in sport, and will see them extend their association to the 30-year mark. The new deal will begin in September 2021, and will see O2 commit to equally funding the men’s and women’s game over the course of the term.

The pair have pledged to boost the profile of women’s rugby and the England Roses, and as part of the deal, O2 will continue its behind-the-scenes content series Inside Line, but has pledged to give equal commitment to both men’s and women’s teams. 

Inside Line will feature content from inside training camps, live broadcasts from camps during test week, and exclusive pre and post-match content from the O2 Blueroom. 

“O2 have been a loyal supporter of England Rugby, a partnership that has lasted for 25 years and we are proud to continue to carry their logo front and centre on our shirts for a further five years,” said Bill Sweeney, CEO, RFU.

“O2’s commitment to equally support both our elite teams is commendable and it’s great to collaborate with a partner that truly shares our same passion to see the women’s game flourish and continue to grow for future generations to enjoy.”

Across the five-year deal, O2 and the RFU have both pledged to give further support to grassroots rugby, with the brand providing exclusive community offers to clubs throughout England.

The brand will also look to upgrade Twickenham Stadium’s use of O2 5G and O2 Business products to improve connectivity.

Nina Bibby, CMO, O2 said: “There has never been a more important time to get behind rugby, a sport we love and have invested in for over 25 years. We are proud to support the RFU through our extended partnership, which we believe is the longest shirt sponsorship in the history of UK sport. 

“Our new agreement brings investment parity from O2 to England Men and England Women. The future for English rugby is bright, and together we want to make sure that rugby emerges from the pandemic stronger than ever before.”

The deal also provides O2 customers the opportunity to access Priority Tickets for England Rugby games 48 hours before general release, as well as the chance to access exclusive player meet and greets, 20% matchday discount on England Rugby kit at the Twickenham Stadium store and also an ultimate prize of going on a summer tour with the team.