England Rugby cleans up with Persil deal

Persil, the laundry brand owned by consumer goods group Unilever, has agreed a three-year partnership with England Rugby.

As official laundry supplier, Persil will seek to celebrate those enjoying the game across the nation through its ‘Dirt is Good’ campaign, encouraging more families to give rugby union a go and get outdoors.

In 2019, Persil will be supporting the grassroots game by giving more families the chance to experience the benefits of time spent outdoors through rugby, alongside other brand partnerships including Outdoor Classroom Day and Parkrun.

As part of the sponsorship deal, the England men’s and women’s teams will be supplied with Persil laundry bags including a range of products to keep their kit clean in training camp.

Gemma Cleland, vice-president of home care at Unilever, said: “One of our brand’s key missions is to get more children and families outdoors, to experience life to the full – our partnership with England Rugby is going to be the perfect way to help drive this forward.”

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

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