BlackBerry Becomes Official Sponsor of Rugby World Cup ’11

April 18, 2011

Rugby World Cup Limited (RWCL) today, April 18, appointed Research In Motion (RIM) as an Official Sponsor of this year’s edition in New Zealand, a deal which means BlackBerry will be the Official Handheld Mobile Device of Rugby World Cup 2011.

Under the terms of the agreement, BlackBerry will provide Rugby’s showcase Tournament with the very latest BlackBerry smartphones and BlackBerry PlayBook tablets to enhance operations by ensuring that the Tournament and its fans remain connected.

A free-to-download Official Rugby World Cup 2011 App will also be released, ensuring fans be able to stay up to date with all the latest live match scores, match video highlights and latest news.

RWCL Chairman Bernard Lapasset said: “Rugby World Cup Limited is delighted that RIM’s BlackBerry brand has joined the impressive portfolio of sponsors and suppliers for Rugby World Cup 2011. This partnership with one of the world’s most recognisable brands further enhances the enormous prestige and attraction of Rugby World Cup in the global market place.”

“We look forward to working closely with RIM to promote Rugby around the world through innovative global technology solutions as the global sporting community counts down to the start of Rugby World Cup 2011. The Tournament looks set to position Rugby in new markets around the world and Blackberry will help us reach out to new communities and audiences.”

Adele Beachley, Managing Director for RIM Australia and New Zealand, added: “Rugby World Cup 2011 is the most eagerly anticipated sporting event in the world this year and it will be a very exciting time for Rugby supporters around the world. At RIM we really wanted to join the RWC 2011 team and get behind the people of New Zealand, the hosts of this global event.”

“RIM is an international provider of smartphones so we felt a partnership with RWC 2011, a global sporting event which is played and watched by people from all over the world, was a great fit. Our innovative BlackBerry smartphones and BlackBerry App will allow RWC 2011 officials, referees and fans worldwide to communicate instantly and stay up to date with the matches in New Zealand. I’m sure there will be much banter being exchanged between fans using BlackBerry devices all over the world.”

The inventory of commercial partners for the tournament comprises: Emirates Airline, MasterCard, Heineken, ANZ, DHL and Société Générale as Rugby World Cup 2011 Worldwide Partners; Brancott Estate, Toshiba, Land Rover, Microsoft and BlackBerry as Official Sponsors; Licensing in Motion and RTH as Master Licencees; Canterbury as Official Sportswear Supplier; Gilbert Rugby as the Official Ball Supplier; Russell McVeagh as Official Law Firm; KPMG as Official Tournament Supplier of accounting and tax advisory service and Coca-Cola as Official Soft Drinks Supplier.