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Vitality bolsters rugby portfolio with RFU partnership

Health insurance provider Vitality has announced a partnership with the Rugby Football Union, governing body of the sport in England.

Under the agreement, the terms of which were not disclosed, Vitality becomes England Rugby’s official wellness partner – a category first for the RFU.

Vitality will benefit from matchday branding at Twickenham Stadium during England games, corporate hospitality rights and the ability to use England men’s and women’s players in marketing activities.

Sophie Goldschmidt, RFU chief commercial and marketing officer, said: “The RFU is committed to growing the game across all levels from grassroots clubs right through to the professional level. Our new partnership with Vitality will enable the RFU to continue to deliver on investing back into the game.”

In December, Vitality secured a similar partnership with the Welsh Rugby Union. Wales and England meet in the opening match of the Six Nations championship in Cardiff on Friday.