RFU Signs New Four-year Apparel Deal

The Rugby Football Union (RFU) has signed a four-year deal with Tri Distribution for a new range of England Rugby branded apparel. 

Tri Distribution will develop a range of outerwear for men, women and children which will extend the reach of England Rugby apparel brand on the high street and in the grocery sector in the run up to the Rugby World Cup 2015.

Tri Distribution is a specialist in the management of integrated official merchandising for sports teams. Current rugby clients include producing apparel under license for the Welsh Rugby Union and SARU, the South African governing body. The deal with the RFU will run alongside the new official England Rugby kit deal with Canterbury.

Sophie Goldschmidt, the RFU’s chief commercial officer, said: ‘This new partnership builds on England Rugby’s strong existing presence in the apparel sector and we are very pleased to be partnering with a market leader such as Tri Distribution.’

Simon Skene, director, Tri Distribution added: ‘As one of the biggest sporting brands in the world, we are thrilled to be adding England Rugby to our extensive portfolio which already includes Wales and The Springboks. The team’s huge fanbase means that demand for England apparel is always high and we are confident of a strong performance at retail.’

Tri Distribution joins a licensing programme that already features over 35 licensees across a wide range of other categories including accessories, publishing, gift, toys & games and interactive. The deal was brokered by CPLG Sport, licensing agent for the RFU.

Tim Juckes, sales and retail director, CPLG said: ‘This new agreement adds to a programme that is growing faster than ever, with the licensing community increasingly aware of the huge commercial potential that exists for the England Rugby brand leading up to Rugby World Cup 2015.’