England’s Rugby Football Union has agreed a deal for Majestic Wine to become the official wine merchant of England Rugby and Twickenham Stadium.
The four-year deal will see Majestic Wine serve as the exclusive wine provider to Twickenham, across all bars and hospitality areas at all events which the stadium hosts.
The partnership will cover Twickenham’s newly-redeveloped East Stand hospitality areas, where Majestic Wine will also provide sommeliers in a move designed to enhance the match-day experience.
The company will also benefit from in-stadium branding and advertising, while it will build its own bar at Twickenham’s BA Fan Village.
Additionally, Majestic Wine will offer discounts to RFU-affiliated community rugby clubs, along with discounts and gift cards to England fans, match-day attendees, debenture holders, members of the England Rugby Club and visitors to the World Rugby Museum and England Rugby Store.
Jo Gunn, partnerships director at Majestic Wine, said: “We’ve created a bespoke range of wines for the ground, including an exclusive new ‘Majestic Loves… Rugby’ wine. We can’t wait to see what rugby fans think.”