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Momentum UK, a London-based brand engagement specialist, has announced a partnership with Full Contact, a startup agency focusing on communications between the rugby world and the corporate world. Ex-England player Peter Winterbottom, and founder of Full Contact, will become the Director of Rugby at Momentum Worldwide in the partnership.

Sponsorship in sport has changed in recent years as brands often find their names tied up in scandals on or off the pitch. Lance Armstrong’s recent fall from grace caused a swift flee on the part of former sponsor Nike. Additionally, the return on investment may be questioned when sponsoring single events or athletes without a global selling power.

Changing the way business approaches sport sponsorship may involve a change in communications tactics.

Momentum UK’s managing director, Simon White says, “The rugby fans of today experience the game in a dramatically different way than they did years ago. This is a connected world and fans must come first and be approached with a completely tailored and authentic experience that connects them to the game, players and brands in both the physical and digital worlds. This not only represents a ground-breaking move for rugby: with this partnership we are demonstrating the very best practice in business collaboration.”

Winterbottom says the new partnership gives the sport of rugby the opportunity to enhance the experience of the sport through technology and digital communications.