England’s Rugby Football Union has entered into a partnership with lifestyle and fitness brand Virgin Active.
Virgin Active will serve as the official fitness partner of England Rugby as part of the three-year deal.
Under the agreement, Virgin Active will work with the RFU to bring a digital fitness programme and rugby-inspired fitness classes to the public. The classes will launch next year.
RFU-affiliated clubs and registered players will also benefit from discounted membership offers from Virgin Active.
In return, Virgin Active will be given the right to use national team players in promotional initiatives, while the company will also receive advertising, customer relationship management and digital rights.
RFU chief executive Steve Brown said: “This is the RFU’s first digitally-led rights partnership which is testament to our strong digital presence across multiple platforms and CRM capabilities. To have another leading global brand join our partner portfolio demonstrates the ever-increasing appeal of rugby.”