Old Mutual Wealth appoints Infrared for England Rugby sponsorship activation

Wealth management brand Old Mutual Wealth has tasked experiential events agency Infrared to deliver its hospitality and ticket management programme with England Rugby.

Infrared agency will activate England Rugby sponsorship at Twickenham
Infrared agency will activate England Rugby sponsorship at Twickenham

Old Mutual Wealth has signed a four-year deal as "Principal Partner of England Rugby", which will see the wealth management business become the title sponsor of England Rugby Men’s and Women’s Autumn Internationals. As of this year, the series will become known as the Old Mutual Wealth Series.

The Women's series will kick off this week with the England v France game at The Stoop in Twickenham, and the men's will begin on Saturday with England v South Africa. Infrared will design, build and manage a hospitality environment which will help to engage fans and create guest experiences. 

Michelle Andrews, marketing director at Old Mutual Wealth said: "Infrared demonstrated real creativity in the design and management of our suite and overall programme.  We are delighted with the environment they have created for the Old Mutual Wealth Series this autumn and look forward to continuing our relationship with them over the next four years".

Stephen Hall, CEO at Infrared, said: "We are excited to be working with Old Mutual Wealth to create and deliver an amazing experience for their guests. We’ve activated at some of the world’s biggest sports stadiums, but never Twickenham, and so we’re thrilled to have this opportunity."

The deal will also include title sponsorship of England Men's annual series in May, as well as the sponsorship of a new grassroots campaign. 

Last month, mobile service provider O2 extended its partnership with England Rugby and stated that experiential will play a big role in the partnership. In March, soft drinks brand Fentimans revived its vintage pop-up for the Six Nations.

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