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Britvic extends England Rugby deal

A general view outside Twickenham Stadium (by Chloe Knott - Danehouse/Getty Images)

England Rugby has agreed a six-year extension to its deal with Britvic Soft Drinks, which will continue as the organisation’s official soft drink partner until the end of the 2025-26 season.

The new agreement sees Britvic maintaining the exclusive pouring rights at Twickenham stadium. Britvic, an England Rugby partner since 2016, will continue to provide Ballygowan water to the England professional teams as well as offering a wide range of its top selling brands, including Robinsons and Pepsi, to visitors attending matches and events at Twickenham.

As the official soft drinks supplier to Twickenham, Britvic will also benefit from a range of partnership rights, including match day branding and experiential and hospitality packages at the London stadium. Britvic will continue to incorporate and develop these partnership rights into promotional activity for customers and consumers.

All Britvic bottles and cans are fully recyclable and the two parties said they will continue to work together to develop further sustainable initiatives to reduce the environmental footprint at the stadium.

In May, the Rugby Football Union (RFU) announced British sports apparel brand Umbro as its new kit supplier. In January, England Rugby named British luxury brand Bremont as its official timekeeper and extended its contract with Champagne Bollinger.