RFU inks new deal with Vitality

The Rugby Football Union (RFU) has announced a new agreement with Vitality to become England Rugby’s official wellness partner.

RFU inks new deal with Vitality

The Rugby Football Union (RFU) has announced a new agreement with Vitality to become England Rugby’s official wellness partner.

Health insurance provider Vitality will receive a number of assets, including match day branding rights at Twickenham Stadium, experiential and corporate hospitality rights as part of the partnership.

Vitality will also be able to utilise elite players from the England men’s and women’s teams in activating the partnership.

Sophie Goldschmidt, RFU chief commercial and marketing officer, said: “There is natural alignment between RFU and Vitality, a brand that is a progressive market leader in the promotion of the health and wellness amongst its members.

“Our new partnership with Vitality will enable the RFU to continue to deliver on investing back into the game.”

Neville Koopowitz, chief executive of Vitality, added: “We believe in the power of sport to help inspire people to live a healthy life, which is why we partner with leading sports figures, teams and events to help us share the Vitality message.”

The RFU join the likes of former England rugby union player and World Cup winner Jonny Wilkinson - a ‘Vitality Ambassador’ - among Vitality’s current roster of sports partnerships.