French IT firm Capgemini has bolstered its presence in rugby union, partnering with England’s RFU governing body.
As the official digital transformation partner of the RFU in the UK, Capgemini will oversee the continued growth of the RFU’s digital presence by upgrading the RFU's capabilities in areas such as performance, reliability, and user experience.
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Furthermore, the firm will apply new workforce strategies and implement novel technologies and data solutions, including AI, to streamline operations and encourage innovation across all levels of RFU operation, from the grassroots to the professional level.
This all comes as part of the RFU’s Plan 2030 strategy, through which the body is aiming to grow the sport across England.
Speaking on the deal, RFY director of commercial and marketing Claudio Borges said: “Our partnership with Capgemini means we can accelerate digital transformation at all levels of the game. We want our sport to be accessible, engaging, and innovative, and this partnership amplifies this.
We aim to continually evolve, and, with the help of Capgemini, we will be able to do so effectively.”
Capgemini UK chief technology and innovation officer Steven Webb added: “By bringing together Capgemini’s deep expertise in AI-led digital transformation and the RFU’s ambition for the game, we will help elevate and enrich the rugby experience for players, volunteers, and fans nationwide.”
The new agreement deepens Capgemini’s association with rugby union, having supported the men’s and women’s Rugby World Cups in 2023 and 2025, respectively, and then in 2025 partnered with the Six Nations Rugby promotional organization (of which the RFU is a member) through 2029, under a similar digital transformation mandate.
Capgemini also works with golf’s iconic Ryder Cup and the America’s Cup, as well as cycling’s premier Tour de France, on digital initiatives, including mobile applications and data-driven products to help audiences understand what they are watching within a competition.
