O2 has expanded its 'Wear the Rose' campaign to support the England Women’s Rugby Team as they look to defend their world title this summer.
The continuation of the campaign, which has been used with the men's team since 2015, leads with a film showcasing the Red Roses' power, passion and commitment within the women’s game.
The film will be launched across O2 Sports’ social channels and across both broadcast and programmatic video-on-demand services including Sky, ITV and All 4.
Elsewhere on social, O2 will be activating influencers, ex-players and its fan network known as the Rose Army to share exclusive content and prizes.
Gareth Griffiths, head of sponsorship at O2, said: “'Wear the Rose' is about galvanising support and getting behind the team every step of the way. We know that O2 customers and fans love rugby – the women’s game is fast, powerful and full of skill, so we’ve made sure this comes through at every stage of this new campaign.”
Throughout the tournament, O2 will be encouraging fans to pledge their support to England Rugby using #WearTheRose across print, OOH and social channels to spur the team on to victory. The brand's behind-the-scenes series following the team will run throughout the tournament, giving fans exclusive access to the team alongside profile features on the players.
Other exclusive benefits for O2's customers include access to rugby-themed rewards via O2’s Priority app to add to their viewing experience at home or in the office. Fans can also turn inspiration into action with free O2 Touch sessions nationwide.