Digital Transformation

RFU names Virgin Active as official fitness partner

By John Glenday | Reporter

October 23, 2017 | 3 min read

The Rugby Football Union (RFU) has named Virgin Active as its official fitness partner in a three-year agreement beginning from the New Year.

Under the terms of the deal Virgin will offer a new digital fitness programme and classes inspired by rugby and will also offer discounted membership rates to RFU affiliated clubs and registered players.

RFU, Virgin Active

RFU names Virgin Active as official fitness partner

In return Virgin Active will benefit from partnership rights including sourcing male and female players to promote advertising, CRM and digital rights.

RFU chief executive officer Steve Brown commented: “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."

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Virgin Active managing director Robert Cook added: "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."

Previous RFU partners include the likes of Samsung whose own three year term as technology partner has just expired.

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