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O2 continues as main partner of England Rugby

Telecommunications company O2 has extended its long-running partnership with the Rugby Football Union, the governing body of English rugby union.

The new five-year deal will run until September 2021 and confirms O2 as a principal partner of England Rugby and the lead partner for England’s senior men’s, women’s and Saxons teams. O2 will also retain its role as the exclusive telecommunications and Wi-Fi provider to England Rugby.

As part of the deal, O2’s logo will continue to feature on match and training kit worn by players, coaches and support staff, as well as replica shirts for supporters.

The new deal will place a focus on using digital technology to enhance the fan experience in the build-up to, and on, match days. O2 will benefit from an evolved LED stadium display presence at Twickenham Stadium, while its Priority benefits programme will also be utilised to promote the partnership.

In addition, England Rugby will work with O2 to produce exclusive pre-match video content, which will be made available through the Priority app 48 hours before anywhere else. An online behind-the-scenes series, O2 Inside Line, will also launch, while the company’s Wear the Rose campaign will be stepped up on match days.

O2 will continue to support the O2 Touch grassroots initiative, while the RFU will offer work experience to young people to support O2’s Think Big initiative. O2 customers will also benefit from ticket offers as part of the extended agreement.

O2 chief executive Mark Evans commented said: “This new agreement is a testament to our sponsorship strategy, focusing on high quality, long term partnerships. Rugby is in O2’s DNA and we’re excited to take this fantastic sport to even more people than ever before, from grassroots to elite. We will continue to passionately support the team through Wear the Rose with a commitment to using technology and connectivity to bring our customers and rugby fans across the country even closer to the action.”

O2 has been a partner of the RFU and England Rugby for 21 years.