England's Rugby Football Union (RFU) governing body has struck a multi-year commercial deal with Korean consumer electronics company LG.
Through a tie-up unveiled today, LG becomes the TV partner of England’s Red Roses national women's side, as well as the screen partner for the Allianz Stadium (formerly known as Twickenham) in London, where England’s national teams play top-tier home fixtures.
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LG plans to collaborate with the RFU on various initiatives around growing women’s rugby union, as well as on delivering improvements in the LED set-up at the Allianz Stadium – new LED big screens, pitch-side screens, and TVs, for example.
In terms of women's rugby at that iconic venue this year, the Red Roses' final Women's Six Nations match – against France, on April 26 – will be held there, while in September the venue will put on the final of the 16-team 2025 Women's Rugby World Cup.
Claudio Borges, executive director for commercial and marketing at England Rugby, said: “LG’s support in amplifying the work of the Red Roses and the amazing personalities in the team as they build into an important year will be of huge value, as will enhancements to our multiple screens around the stadium that are so critical to the matchday experience of our fans.”
Other Red Roses-specific partners for England Rugby and the RFU include Crew Clothing.
The Women’s Six Nations – in which England takes on the national teams of Scotland, Wales, France, Italy, and Ireland – runs between March 22 and April 26, with England having won all their fixtures from last year's edition.
All England games will be broadcast live domestically by the BBC, the UK's public-service broadcaster.
Daniel Michelson, LG UK’s head of marketing, added: “2025 will be another monumental year for women’s sport around the world. In recent years we have seen the women’s game take periodic steps forward in popularity, reach and fan engagement around key tournaments and this year should be no different.
“This multi-year deal will help to improve fan experience and reduce the stadium’s carbon footprint moving forward.”
In terms of LG’s other women’s sports sponsorship deals, the firm has been a partner of English soccer's Football Association since 2018 – supporting the England women's team since 2019 – and over the last six years has worked with that governing body on a range of activations and campaigns.
GlobalData Sport has estimated the annual value of the latter tie-up as $6.75 million.
