O2 has launched women’s rugby campaign

O2 has launched a new women’s rugby campaign with England Rugby ahead of the Women’s Rugby World Cup 2025 in the UK.

The campaign, titled England, meet England, has been developed with VCCP and has aimed to increase visibility and recognition of the Red Roses in the build-up to the tournament.

The campaign features a central film, Dive, alongside photography, out-of-home advertising, social media content, and in-store activity across selected O2 outlets in host cities. O2 has also worked with Women’s Sport Trust to support increased awareness of the Red Roses, following research which showed that a majority of rugby fans could not identify an England women’s player despite the team’s success.

The Red Roses, who have been ranked as the world’s number one women’s rugby team, will begin their home World Cup campaign at the Stadium of Light in Sunderland on 22nd August. England have entered the competition as Six Nations Grand Slam winners and as the most successful team in women’s rugby history. The tournament will take place across eight host cities, concluding with the final at Twickenham on 27th September.

As part of its wider activity, O2 has extended its equal sponsorship approach across England’s men’s and women’s rugby teams. The organisation has also activated partnerships with WalkSafe and other initiatives to encourage inclusivity and support for women’s rugby.

For the first time, O2 has held the position of official partner of the Women’s Rugby World Cup, offering its customers access to tickets and events through its Priority programme. The opening match in Sunderland will include a performance by singer-songwriter Anne-Marie.

Rachel Swift, Brand and Advertising Director at Virgin Media O2, said, “This year O2 and England Rugby are celebrating 30 years of partnership, and with the Red Roses dominating women’s rugby, and the upcoming Rugby World Cup on home turf, now more than ever we want to help connect fans to the team and grow the women’s game.

“The Red Roses are England’s most decorated rugby team – and yet they’re not yet front of mind. With ‘England, meet England’, we’re giving them the epic entrance to the tournament they’ve earned and calling on the nation to get behind them and Wear the Rose. With the Women’s Rugby World Cup just around the corner, we’re spotlighting the Red Roses’ incredible talent and we’re proud to be behind them every step of the way.”

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