O2 & England Rugby

Gone are the days in which a brand simply puts their logo on a shirt and that's that, instead now activation is king and making these partnerships widely known is the ambition and norm. Indeed a national side’s sponsors, or as they are better known as partners, are now a key asset in helping to deliver a governing body’s ambitions and are front and centre when it comes to championing their side’s cause.

O2 started their sponsorship of England Rugby in 1995 and over the last twenty years have become intrinsically linked with the sport and the English national team. Clearly the most recognisable aspect of their partnership is the large blue logo in the middle of England’s match day shirts however their reach expands far beyond this. 

Prior to this year’s RBS 6 Nations O2 launched their ‘Wear The Rose’ campaign and it is this platform that will take them right the way through until the end of Rugby World Cup and perhaps beyond. The ambition is simple; to harness the power of support and allow fans to showcase their loyalty using the symbol that is at the heart of the team, the English rose. 

As a brand manager for a number of years I'm fully aware that the most successful brand, and indeed sponsorship, campaigns are built on a simple insight. An insight that isn’t flash or over complex and this truth then allows the entire activation to feel natural and flow. Those that don't get it right make every piece of ouptut feel uncomfortable for those viewing, listening or reading it because it doesn't sit comfortably with their proposition as a brand or the subject of their sponsorship.  

Following the introduction and bedding in phase of 'Wear The Rose' O2 are now taking things to the next level recruiting 100 England Super Fans that will form their ‘Rose Army’. The fact of the matter is that in 2015 social media is flying and individuals are eager to broadcast their allegiance to events, brands and teams far and wide. The premise, like their insight, is straightforward and it is to generate 100 O2 and England ambassadors that will wholeheartedly support England Rugby and extend the Wear The Rose message. Overall O2 as a brand have considerable assets at their disposable with their links in the music industry and their O2 Priority functionality and they are certainly making the most of them. The forthcoming 'Wear The Rose Live' event will galvanise the lot with Take That performing at their impressive arena in order to deliver the England Rugby side with the ‘ultimate send off’ prior to the largest tournament of their lives. 

(C) @Tom_Conway 

Away from the online space O2 are committed to increasing the participation of Touch Rugby. This summer their Touch Tour was the mechanic to push this along and by all accounts was a huge success. The O2 Inside Line has become a firm fixture whenever England are stationed in camp and securing the services of the most respected and influential man in English Rugby; Jonny Wilkinson as a full time ambassador was an inspired, although I suspect expensive, move. 

O2 are activating hard when it comes to England Rugby and in all honesty why shouldn't  they considering that a home Rugby World Cup is the largest platform that they will get. All eyes are on England and England Rugby and whilst the recognisable blue logo won’t be present on shirts during the event their social media activation and work prior to the tournament should see an extremely successful autumn for England’s long term partner and we all hope that the same can be said for Stuart Lancaster's side.