England Rugby takes flight with British Airways

Collaboration to focus on improving the digital experience at Twickenham Stadium.

England Rugby takes flight with British Airways

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The Rugby Football Union (RFU) has announced a ‘ground-breaking’ new partnership with British Airways.

The multi-year deal sees the UK flag carrier become the first ever principal partner of Twickenham Stadium and the official airline partner of England’s men’s and women’s national rugby union teams.

As part of the tie-up, the two parties will work together to launch a new stadium app at Twickenham and to introduce e-ticketing at the 82,000-seater venue in the future.

In addition, British Airways will benefit from exclusive stadium branding on the Twickenham roof, while it will also take the naming rights to the new top floor facility in the stadium’s East Stand.

“Twickenham Stadium is the home of rugby and we’re so pleased to have an iconic British brand as our first ever principal partner of the stadium,” said RFU chief executive Steve Brown. “We are proud to be working with British Airways, a brand that has such a strong heritage that is aligned with our core values.”

British Airways will also fly the England men’s and women’s teams overseas for the duration of the partnership, including to the 2019 Rugby World Cup in Japan and the 2021 Women’s Rugby World Cup.

“We’re getting behind England Rugby and looking forward to supporting the men’s and women’s squads, by delivering them ready to win on their travels all over the world,” said Alex Cruz, chairman and chief executive of British Airways.

"Twickenham Stadium also sits on the flight path in to Heathrow, so our partnership with the home of England Rugby will be visible to British Airways customers from the skies.”