The Rugby Football Union (RFU) has entered into a new four-year alliance with BMW Group UK as the Official Vehicle Partner beginning September 2012. The Group will invest in various elite game levels through an incorporated partnership to be the Official Vehicle Partner of England Rugby, front of shirt sponsors of the England Under-16, Under-18 and Under-20 squads as well as title sponsors of England's elite age grade development program.
The partnership saw the automaker shell out a considerable investment in the continued development of the new-generation English players.
On another note, the Group will also engage supporters of the rugby sport and customers of MINI and BMW through the digital channels of RFU and at Twickenham Stadium on international match days. RFU Chief Commercial Officer Sophie Goldschmidt commented that they are "really looking forward" to working with a company famous both for the excellence of its automobiles and for providing support for the development of athletes.
Managing Director Tim Abbott at BMW Group UK stated that the new partnership is "an excellent result" for BMW, RFU, the automaker's dealers, customers as well as rugby athletes and fans. He further said that the game is "a perfect brand fit" for them. The alliance comes as a "natural extension of the work" that the automaker has already made to support some of the leading sports stars in the United Kingdom, Abbott added.