RFU Unlocks Premium Kit Rights in O2 Partnership Renewal

The Rugby Football Union has made a clear move to sharpen its commercial strategy through its renewed partnership with Virgin Media O2. Following the contract renewal, O2 will remain an RFU commercial partner until 2031, continuing one of the longest-running relationships in English rugby.

While O2 remains the front of shirt partner for England Rugby, the RFU has reclaimed high-value back of shirt and shorts branding rights. This shift gives the governing body greater control over premium kit inventory and creates new opportunities for brands looking to align with elite rugby. It also reflects a wider trend in sports advertising where rights holders are seeking flexibility rather than long-term exclusivity.

Why back of shirt and shorts inventory matters

Kit assets beyond the front of shirt are often underestimated. In reality, they play a growing role in modern sports advertising.

Back of shirt branding benefits from:

• Clear exposure during set pieces and replays
• Close camera angles during tackles and scrums
• Strong presence across photography and digital media

Shorts branding delivers:

• Consistent visibility in open play
• Strong alignment with athlete movement
• Frequent appearance in highlight clips

In rugby, where physical engagement drives camera focus, these placements can outperform traditional expectations.

What this move says about the RFU strategy

By reclaiming these assets, the RFU signals a more modular approach to sports partnerships.

Rather than one brand owning multiple kit positions, inventory can now be tailored to different objectives. This suits brands that want:

• A defined entry point into elite rugby
• Shorter activation cycles
• Clear asset ownership
• Scalable investment levels

It also allows the RFU to build a broader partner ecosystem around the England teams.

A strong signal for brands watching Rugby

For advertisers, this development sends a clear message.

Premium rugby inventory is becoming more accessible.

Brands that may have viewed England Rugby as out of reach can now explore focused placements tied to performance moments, broadcast visibility and digital amplification.

This also creates space for:

• Challenger brands seeking credibility
• International brands entering the UK market
• B2B brands targeting hospitality audiences
• Consumer brands seeking national reach

With the Six Nations and Autumn Internationals delivering consistent viewership, these assets carry year-round value.

How this fits into wider sports advertising trends

Across global sport, rights holders are rethinking how value is created.

Long-term headline deals remain important, but layered partnerships are driving growth. The RFU move aligns with this shift.

Key trends shaping this approach include:

• Brands seeking clearer ROI from defined assets
• Increased demand for broadcast led exposure
• Growth in social and content-driven activations
• The need for adaptable partnership structures

By reclaiming kit inventory, the RFU retains control while increasing commercial upside.

What brands should consider next

Brands exploring rugby advertising should act early when new inventory becomes available. Early movers often secure better terms and greater creative freedom.

Key questions to ask include:

• Which competitions deliver the strongest exposure
• How kit assets integrate with wider campaigns
• What rights are included beyond matchday
• How activation can extend across digital and experiential

This is where expert guidance becomes critical.

Work with World Sports Advertising

At World Sports Advertising, we help brands access premium sports advertising opportunities across rugby, football, motorsport, combat sports and global events.

We work directly with rights holders and partners to secure:

• High impact kit branding
• Broadcast led sponsorships
• Tailored sports partnerships
• Strategic campaign planning

If you want to explore opportunities within England Rugby or wider sports advertising, speak to our team today. We help brands move fast and invest smart.

FAQs

Why did the RFU reclaim kit branding assets?

To gain greater control over commercial inventory and create new partnership opportunities.

Does Virgin Media O2 still sponsor England Rugby?

Yes. O2 remains the front of shirt partner following the renewal.

Why are back of shirt rights valuable?

They offer strong broadcast visibility during key moments and close camera shots.