February 21, 2025, marked a remarkable milestone for both O2 and England Rugby as they celebrated three decades of collaboration. Beginning in 1995, this partnership stands as one of the longest-running professional sports shirt sponsorships globally, playing a crucial role in expanding the rugby audience and pushing for gender equality within the sport.
Celebrating the Legacy
To honor the 30-year journey, both the men's and women's teams came together for a nostalgic photoshoot. This event featured a collection of O2-sponsored historic rugby shirts worn over the years, serving as a testament to the enduring relationship between O2 and the Rugby Football Union (RFU).
The event was more than just a commemoration—it was a spotlight on the transformative influence of their partnership, particularly the strides made in promoting women's rugby. O2 announced its intent to further invest in 2025, with initiatives designed to bridge the gender awareness gap in the sport, signaling a commitment to advancing women's rugby.
A Commendable Impact
Gareth Griffiths, Director of Partnerships and Sponsorship at Virgin Media O2, celebrated several achievements of the partnership. The notable #WearTheRose campaign and the Priority platform have connected over 3.5 million fans, offering exclusive experiences like match tickets and behind-the-scenes access. These initiatives have not only increased fan engagement but have also made rugby more accessible and inclusive.
Claudio Borges from the RFU highlighted O2’s significant impact on women’s rugby attendance figures, citing the electrifying atmosphere during the 2023 Women’s Six Nations match against France, where attendance reached a record-breaking 58,498. Such figures reflect the growing interest and support for women's rugby, fueled in part by O2's strategic efforts.
England's men’s captain Maro Itoje and Red Roses captain Zoe Aldcroft have both lauded O2's commitment to equalizing opportunities for female athletes. Since 2021, there have been equal funding provisions for both men’s and women’s teams, showcasing the partners’ dedication to fostering parity in rugby.
This partnership has not only cemented its place in sports history but also continues to inspire and attract new audiences. Through various campaigns and leveraging their ties in the music and sports industries, O2's initiatives have introduced halftime performances and live events, expanding the fanbase further.
- Mar, 6 2025
- Cassius Montgomery
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