England rugby union’s RFU governing body has announced a landmark principal partnership agreement with UK bank Lloyds, which becomes the first official back-of-shirt sponsor for the men’s and women’s senior teams.
The multi-year deal also sees Lloyds named England Rugby’s official banking partner, with the firm providing significant investment for the sport from grassroots through elite levels.
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On the elite level, Lloyd’s iconic black horse logo will feature on the back of the England Rugby shirt and anthem jackets of the men’s and women’s senior teams, starting with the Red Roses game against Australia on Saturday (September 12).
At grassroots level, the pair will launch dedicated participation initiatives to improve the long-term sustainability of local clubs, enhance community facilities, and introduce more young people to the sport.
While the RFU did not provide any details of the deal’s length or worth, The Times newspaper has reported Lloyds will pay £5 million per year.
RFU chief executive Bill Sweeny said: “This is a truly significant partnership for the RFU and marks an important moment for rugby in England. Lloyds is one of the country’s most recognized and proudly British brands, and their commitment extends far beyond visibility on the England shirt.
“What makes this relationship particularly exciting is its potential to make a real difference across every level of the game, from local clubs to our England teams.”
The new partnership strengthens the RFU’s commercial portfolio, which most recently added UK-based premium menswear brand Charles Tyrwhitt to its growing slate.
This year also saw RFU announce a tie-up with French IT firm Capgemini in April, which joined as the official digital transformation partner to upgrade the body’s capabilities in areas such as performance, reliability, and user experience.
Late last year, meanwhile, the governing body struck a five-year extension of its major shirt sponsorship deal with telecommunications heavyweight O2.
For Lloyds, the new agreement builds on its other major sports sponsorship in the UK, having secured a wide-ranging partnership with British Cycling through 2028.
Under its deal with British Cycling, Lloyds serves as the title partner for the Tour of Britain and elite national championships across road racing, track, and BMX, while its branding appears on the British Cycling team’s kits.
Suresh Balaji, chief marketing officer at Lloyds, said: “Seeing our iconic Black Horse on the England shirt for the first time is a proud moment for all of us here at Lloyds.
“By championing rugby, we're championing the ambitions of the people and businesses that help our communities thrive, right across the country.”
