HomeNewsNewsInformation TechnologyRugby UnionEngland

IBM extends backing of RFU

England’s Rugby Football Union has signed a new four-year agreement with IT services company IBM.

As an Official Partner of England Rugby, IBM will help deliver the RFU’s strategic plan using its cloud and AI technology.

RFU will look to leverage IBM technology in a range of fields. IBM’s AI-enabled cloud platform will enable the RFU to create personalised interactions with players and teams, while the company’s Watson AI platform will also be leveraged to find new player analytic solutions.

In addition, IBM’s iX design agency will work in collaboration with the RFU’s digital team to redesign England Rugby’s match day hub and other web platforms.

The new deal comes on the back of a successful five-year relationship between the RFU and IBM.

Bill Kelleher, IBM’s chief executive in the UK and Ireland, said: “IBM was asked to extend our partnership because IT and innovation are fundamental enablers to what the RFU want to achieve with their ambitious strategic plan.

“IBM’s AI and cloud technology will play a vital role in the delivery of their vision allowing them to be customer focused, data driven and innovative in all they do. Increasingly the progression of sport and technology go hand in hand, so we are very excited about the next stage of our partnership.”

Most recent

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.