|RFU Lock Horns With BMW In New Partnership|
Thursday, 12 April 2012 10:49
A new four-year partnership has been agreed by the Rugby Football Union (RFU) & BMW Group UK, which will see the German automobile giant act as their Official Vehicle Partner from September 2012.
BMW Group UK will invest in various levels of the elite game through an integrated partnership to become the Official Vehicle Partner of England Rugby, title sponsors of England’s elite age grade development programme and front of shirt sponsors of the England Under-16, Under-18 and Under-20 squads.
The partnership will see the car manufacturer make a significant investment in the development of the next generation of English players.
Outside of its commitment to development and support of the England teams, BMW Group UK will also engage rugby supporters and BMW and MINI customers through the RFU’s digital channels and at Twickenham Stadium on international match days.
Sophie Goldschmidt, RFU chief commercial officer, said: ‘We are delighted to be entering into a new partnership with BMW Group UK, a company renowned both for the excellence of its vehicles and for supporting the development of athletes. As one of the leading global automotive brands who pride themselves on performance, we are really looking forward to working with them at various levels from September.’
Tim Abbott, managing director of BMW Group UK, added: ‘This new partnership is an excellent result for the RFU, BMW, our dealers, customers and, crucially, anyone who plays or follows rugby. The game is a perfect brand fit for us and this news comes as a natural extension of the work we have already done to support some of the UK’s leading sports stars.’
England head coach Stuart Lancaster has overseen the development of English players over the last four years in his role as RFU Head of Elite Player Development.
Lancaster commented: ‘Putting in place the right player development programmes is critical if we are to make England successful, not just in 2015 but beyond.’
‘We are now seeing the fruits of our age grade representative structure and BMW’s support of that will be a massive boost to them.’