April 13, 2012

BMW Group UK to partner the Rugby Football Union

The Rugby Football Union (RFU) today announced a new four-year partnership with BMW Group UK as the 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 sees the world’s leading premium automobile manufacturer make a significant investment in the continued 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.

“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,” said Sophie Goldschmidt, RFU Chief Commercial Officer.

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. “Putting in place the right player development programmes is critical if we are to make England successful, not just in 2015 but beyond,” said Lancaster. “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.”


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