Telecom service provider O2 has expanded its ‘Wear the Rose’ sponsorship campaign with England Rugby, providing support for the England Women’s Rugby Team as it begins its title defence during this month’s world cup competition. The campaign features an impassioned film showcasing the team’s top plays while reaffirming the Red Roses’ position as a leading force within the sport’s international growth.

Stretching back to 1995, O2’s partnership with England Rugby began under the BT Group, with the mobile provider then known as BT Cellnet. The sponsorship’s maturation took shape throughout the early 2000s, with England men’s world cup victory in 2003 driving the partnership beyond the sporting domain. The company’s 2005 acquisition by Spanish telecommunications multinational, Telefonica, resulted in widespread diversification for O2, creating a competitive standing for the provider through brand extension and further investment in sponsorship opportunities.  

Yet England women’s record far surpasses that of Sir Clive Woodward’s 2003 men’s team. Officially known as the Red Roses after a revamped identity in 2016, England women’s team achieved global success in 1994 and 2014, winning convincing titles. Carrying this through during the 2017 tournament, taking place in Ireland, England’s crushing 56-13 victory over Italy this week signifies a continued momentum for both team and sponsors.

Gareth Griffiths, head of sponsorship at O2, says, “Wear the Rose is about galvanising support, getting behind the team every step of the way. We know that O2 customers and fans love rugby – the women’s game is fast, powerful and full of skill, so we’ve made sure this comes through at every stage of this new campaign.”

With the provider continuing to cater for its customer base, access to rugby themed rewards through O2’s Priority app adds to the viewing experience for those both at home and on the move. The expansion also gives fans exclusive access to training camps and player features throughout this month’s tournament.