BMW signs Rugby Football Union partnership

BMW signs Rugby Football Union partnership

12/04/2012 in News, All News, Car Manufacturer News

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BMW has signed a new four-year partnership with the Rugby Football Union as its official vehicle partner from September 2012.

BMW Group UK will invest in various levels of the game including becoming official partner of England Rugby, title sponsors of England’s elite age grade development programme and front of shirt sponsors of the England Under-16, Under-18 and Under-20 squads.

Outside of its commitment to development and support of the England teams, BMW Group UK will also engage rugby supporters and BMW and Mini customers through the RFU’s digital channels and at Twickenham Stadium on international match days.

Tim Abbott, managing director of BMW Group UK, said: “This new partnership is an excellent result for the RFU, BMW, our dealers, customers and, crucially, anyone who plays or follows rugby.

“The game is a perfect brand fit for us and this news comes as a natural extension of the work we have already done to support some of the UK’s leading sports stars.”
 


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BMW is big enough to be bold in its decision-making, which was evident in 2012 with its very successful support for the London Olympics, where it was the official vehicle provider.

The latest example is the launch of the BMW i-range, a new electric vehicle brand, which is supported by a major marketing campaign and substantial investment in infrastructure.

BMW isn't first to market with its diminutive i3, but it is the first to put a BMW badge on an electric car and that could make all the difference when it comes to sales.

Even so, the i-series is likely to be a sideshow compared to the intense battle for volume sales with rival German brands.

Overall sales have broken through 100,000 units in 2013, driven by an ever-lengthening model range, which will expand further next year with the arrival of the 2-Series and 4-Series, which will arrive in the UK in time for the March 2014 plate-change.

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