Telecommunications heavyweight O2 has struck a five-year extension of its major sponsorship deal with the English Rugby Football Union (RFU) governing body.
Through a contract renewal unveiled today, O2 will carry on as an RFU commercial partner until 2031, and as the main front-of-shirt sponsor for the men's and women's England national rugby union teams.
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The previous O2-RFU contract extension came into effect in late 2021 and had been set to expire in late 2026. GlobalData Sport valued that deal – based on media reports – at $11.9 million annually.
This new deal has been unveiled with England's women's team having won the Women's Rugby World Cup – on home soil – in late September. O2 was also a partner of that tournament, via a separate deal with World Rugby.
This latest tie-up will see O2 continue to offer its customers early access to priority tickets and the opportunity to attend player meet and greets, via its Priority scheme. As a specific example, one Priority member will win tickets to every men's and women's England home game next year.
The O2 Inside Line content series, through which behind-the-scenes footage of England's national teams is captured and distributed, will also continue, with the RFU saying it will now "blend rugby with wider voices from music, fashion, and entertainment to engage younger, more diverse audiences."
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By GlobalDataMeanwhile, O2 will work on upgrading the mobile phone experience and 5G O2 connectivity for fans attending England games at the Allianz Stadium in London.
Bill Sweeney, chief executive at the RFU, has commented: "Throughout this period and the ups and downs of sport, O2 have been a consistent and reliable partner who understands the value of a long-term relationship."
The partnership between England Rugby and O2 originally began in 1995 and was expanded to include England's women's team in 2012.
The list of other England Rugby partners, meanwhile, includes brands such as AG1, Castore (kit supplier), and Allianz – naming rights partner of the iconic Twickenham stadium in London, where most England international fixtures take place.
Gareth Griffiths, Virgin Media O2's director for partnerships and sponsorships, added: "Our customers and colleagues love seeing the O2 logo on the front of the players’ kit, an iconic sponsorship that goes from strength to strength. We have more exclusive offers and experiences for our customers via Priority, we’re doubling down on O2 Inside Line, bringing the very best behind-the-scenes content to fans, and we’re making sure the Allianz Stadium, [Twickenham] has world-class O2 5G connectivity."
Elsewhere in UK sport, meanwhile, O2 is the headline sponsor of the Baller League, the digital-focused six-a-side soccer competition that launched in the UK earlier this year.
