BMW GROUP UK has become the latest sponsor of the Rugby Football Union (RFU), agreeing a four-year deal to become the Official Vehicle Partner of England Rugby, beginning in September.
While financial details remain undisclosed, Sophie Goldschmidt, chief commercial officer of the RFU, said that the value of BMW’s investment is “significantly enhanced” from that of incumbent automotive partner Land Rover, thought to be paying around £4m over four years with much of the value from the partnership coming in kind.
Land Rover, according to Goldschmidt, was keen to renew its association with the RFU and participated in extensive renewal discussions, despite candidly expressing its disappointment over the behaviour of England players at the 2011 Rugby World Cup in New Zealand.
BMW held off interest from a host of other big name car brands and was selected by the RFU because of the “breadth of the relationship” and the onus the brand will place on supporting the sport at youth and grassroots levels.
The agreement will see BMW title sponsor England’s elite development programme and become front-of-shirt sponsors of the England Under-16, Under-18 and Under-20 squads – the first time such squads have had a different shirt sponsor to the senior teams, currently sponsored by O2.
For the BMW Group, the deal will see greater exposure on sports platforms for its BMW and MINI brands, including at the 2015 Rugby World Cup in England, and will sit alongside partnerships with the PGA and the London 2012 Olympic Games.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG