BMW appoints Synergy Sponsorship to handle Rugby Football Union deal

BMW Group UK has announced the appointment of Synergy Sponsorship to handle its four-year sponsorship of the Rugby Football Union.

As part of the sponsorship, BMW will engage rugby supporters and BMW and MINI customers through the RFU’s digital channels and at Twickenham Stadium on international match days.

This follows Synergy advising on the strategy and activation of the BMW Group UK London 2012 Tier One partnership.

Chris Brownridge, marketing director of BMW Group UK, said: "BMW is delighted to continue our successful relationship with Synergy. The pitch demonstrated their clear leadership in their field and an exciting and innovative strategic vision for the RFU sponsorship.”

The agency was appointed following a competitive pitch.

Tim Crow, CEO of Synergy, said: “We are very proud to be have been appointed by BMW. We look forward to building on our London 2012 work and helping BMW to make the RFU sponsorship equally successful.”

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