The £3m a year sponsorship deal deepens the mobile network operator’s relationship and involvement in rugby, focusing on everything from the elite squad to junior grassroots initiatives.
Central to the sponsorship will be how O2 integrates technology into the game from scores and team news being available via the mobile phone, to helping Sir Clive Woodward coach England players remotely by viewing matches and training sessions using O2 devices.
David McGlade, CEO at O2 UK, commented: “We want to continue to capitalise on this relationship to endorse the O2 brand and drive revenues, as well as forging deeper emotional connections with the consumer.
"This highly successful sponsorship is not simply a badging exercise, but an integration of all the marketing disciplines with O2’s mobile technology, interactive services and online content – the O2 sponsorship formula is rightfully being heralded as the formula for the future.”
England head coach, Sir Clive Woodward, said: “O2 has been a long standing supporter of the England rugby team and has made a great contribution to the sport. I’m looking forward to working with O2 in the future to enable them to develop more innovative products and services that might help the England coaching team do their job to maximum effect.”
Jon Varney, commercial director of Premier Rugby, said: "O2 has been a fantastic sponsor of the England team for several years and we are excited about the new partnership with Premier Rugby and the 12 Zurich Premiership clubs.
"O2 will work closely with the clubs to deliver interactive services to the growing number of premiership supporters and I am confident our fans will enjoy the innovative services provided by O2."
Andy Lee, O2 rugbyclass, says: “We are delighted to continue our successful partnership with O2 for another 2 years, promoting the ultimate rugby experience for children across the country.”
O2 says the long-term partnership with the England rugby team means, after just two years, it now enjoys 72 per cent name recognition among the British public (81 per cent brand recognition among corporate audiences) following England’s success in the Rugby World Cup last year.
