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England Rugby and o2

Wear The Rose: An England Rugby Dream

Global popularity of women’s sport is growing across all major competitions and when it comes to rugby, England’s Womens Rugby team, ‘The Red Roses’ are redefining what it means to play the sport. Not only are they the first fully professional women’s rugby team, they currently have the longest winning streak (25) of any international rugby union team – men or women – and are ranked number one in the world.

Wear The Rose: An England Rugby Dream is a two part ITV1 series that follows England Womens Rugby team the ‘Red Roses’ as they prepare for the 2022 Rugby World Cup in New Zealand. Through unprecedented access, we see what it takes to be an elite athlete and pioneer as a team rewriting the rules of equality in sport.

The Results

increased awareness of the Red Roses

driven increase in followers on social media for Red Roses players

333

engagement increase on social media

Wear The Rose was commissioned by England Rugby and Virgin Media o2, whose sponsorship of England Rugby is the longest-standing professional sports sponsorship in the world. In 2020 o2 made the bold commitment to spend parity across the men's and women's games, which led to this series with the aim of challenging people’s perceptions around womens’ sport, showing viewers the hard work and dedication it takes to represent your country at the highest level. Data shows that those who watched the doc consumed, on average, 68 minutes of action during the World Cup on linear TV, compared to 44 minutes for those who did not.

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“

As proud partners of England Rugby for 27 years, we are so pleased to produce this unique Red Roses documentary that gives fans exclusive access to the players and personalities behind the team’s success as they prepare for New Zealand.

Gareth Griffiths

Director of Partnerships and Sponsorships, Virgin Media O2

“

This documentary brings fans closer to the action than ever before and showcase the untold story of one of the world’s most successful sports teams leading into a major tournament. But it also focuses in on the characters and their individual stories that make up the team.

Ewan Turney

England Rugby Marketing Director

Key Stats:

^1. Improved o2's position in terms of attractiveness and consideration in terms of fan recruitment.

^2. This converted into robust ticket sales for England vs France.

^3. Those who watched the documentary consumed, on average, 68 minutes of action during the World Cup on linear TV, compared to 44 minutes for those who did not.

Winner Best Sport Sponsorship, UK Sponsorship Awards

Key Stats:

^1. Improved o2's position in terms of attractiveness and consideration in terms of fan recruitment.

^2. This converted into robust ticket sales for England vs France.

^3. Those who watched the documentary consumed, on average, 68 minutes of action during the World Cup on linear TV, compared to 44 minutes for those who did not.

Winner Best Sport Sponsorship, UK Sponsorship Awards

Here's a lovely clip from Head Coach Simon Middleton sharing a lot of kind words about the production.

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