RFU announces Virgin Active partnership

23 Oct 2017

By: Sport Industry Group

The Rugby Football Union (RFU) has announced a new long-term partnership with Virgin Active, which becomes England Rugby’s official fitness partner.

The three-year agreement will see Virgin Active and the RFU collaborate to bring a digital fitness programme and new gym fitness classes inspired by rugby to the public. These will be launched in the new year.

Virgin Active will also create discounted membership offers exclusive to all RFU affiliated clubs and registered players.

The new deal will see the fitness chain benefit from a range of partnership rights including the ability to utilise men’s and women’s players in activating the partnership, as well as advertising, CRM, and digital rights.

RFU chief executive officer, Steve Brown commented: "We are delighted to secure this new partnership with Virgin Active. This is the RFU’s first digitally-led rights partnership which is testament to our strong digital presence across multiple platforms and CRM capabilities. To have another leading global brand join our partner portfolio demonstrates the ever increasing appeal of rugby."

Virgin Active MD Robert Cook said: "Working with the RFU is a fantastic development for the UK business, it’s an institution close to my heart and we’re delighted to bring the game even closer to our members. We’re excited for the coming collaboration, as we work side by side with the RFU as the official fitness partner. England Rugby will have access to the very best in holistic movement, ensuring that fans and players alike can learn more about the best methods for optimum mind and body health."