Vodafone was unveiled as the new front-of-shirt and back-of-short sponsor of the Welsh Rugby Union (WRU)’s men’s national team through an unveiling event and a simultaneous campaign called ‘Rugby Is Calling’.
The alliance builds on the telco’s existing sponsorship of the Welsh women’s national team and also adds to its existing rugby union portfolio which also includes a shirt sponsorship with the Irish Rugby Football Union (IRFU) and a principal partnership with the British & Irish Lions.
Indeed, the multi-year deal, which will double-up the brand’s Six Nations exposure, sees Vodafone become the principal partner of the men’s and women’s senior squads, plus all pathway teams – thus uniting all of the WRFU’s sides under one principle partnership.
Through the partnership, which starts on 1 July after incumbent Cazoo’s deal comes to an end, Vodafone’s strategy will be built around supporting player performance and welfare across all of Welsh rugby through ‘innovative tech solutions.’ Focusing on how technical innovation can help improve player performance, player welfare and fan engagement, as well as the continued development of the brand’s ground-breaking data-led wearables PLAYER.Connect platform.
The announcement and PR event was accompanied by the 20 June launch of a new campaign led by a ‘One Nation Connected By Vodafone’ lead spot which states that ‘RYGBI GAWL / Rugby Is Calling’
The hero video, which ran across brand and property owner platforms, spearheaded an integrated campaign which included digital and social strands, plus a PR push.
“We are delighted to have secured Vodafone as our key front of shirt sponsor for the Wales senior men’s side and pathway teams,” commented Welsh Rugby Union CEO Nigel Walker at the partnership unveiling event. “Vodafone’s partnership with and support for our Wales women’s side and pathway teams, and with Principality Stadium as our digital transformation partner, is already paying huge dividends to Welsh rugby. These are exciting times for the game in Wales, with sustainability now established off the field allowing increased potential for long term success on it. Through their partnership Vodafone will play an integral part in the future of the game in Wales and we are delighted to welcome their further commitment and support for Welsh rugby today.”
“Vodafone’s expanded partnership with Welsh Rugby Union now covers both the men’s and women’s game, from grassroots up to the elite game,” added Vodafone Chief Commercial Officer Max Taylor.
The Vodafone logo will be worn on the front of a Welsh international shirt for the first time when the U20s team play its first game in the World Rugby Championships against New Zealand in Paarl (South Africa) on 24 June.
Comment
The new men’s team tie-up and campaign borrows creatively and builds on Vodafone’s first year with the Wales women’s team which saw the telco, as founding principal partner of women’s and girls’ rugby, help draw a record breaking crowd of 8,862 for Wales Women’s game against England at Cardiff Arms Park during the Six Nations Championship earlier this year.
This deal also adds to Vodafone’s existing rugby union partnerships which includes tie-ups with the British & Irish Lions through its ‘Unite The Pride’ activation programme and its marketing around its front-of-shirt Ireland Rugby Union partnership like its ‘Ireland’s Ball’ campaign.
With the World Rugby 2023 World Cup taking place in France through September and October, interest and activation around rugby is starting to spike up through the normally quiet summer period.
This rugby work also follows hot-on-the-heels of the launch of Vodafone’s 2023 #FeelTheConnection Wimbledon activation.
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