O2 UK will continue to sponsor rugby in England after extending its partnership with the Rugby Football Union for another five years.
The UK operator, which has been associated with the sport since 1995, said the new deal would look to leverage digital technology to give fans a better experience.
For example, O2 and England Rugby will produce exclusive pre-match video content that will be distributed through the operator’s Priority app 48-hours before anyone else can see it.
O2 customers will also get access to Priority tickets for England matches at Twickenham Stadium.
More traditionally, O2’s logo will continue to be on both match and training kit worn by players, coaching and support staff, as well as replica kit for fans.
O2 will also remain the exclusive telecommunications and Wi-Fi provider to England Rugby.
Financial details of the new deal were not disclosed.
O2 UK Chief Executive Mark Evans (pictured with England Rugby Coach Eddie Jone) said: “O2 has been a proud partner of England Rugby for over two decades and we’re delighted to be continuing our longstanding and successful support.
“Rugby is in O2’s DNA and we’re excited to take this fantastic sport to even more people than ever before, from grassroots to elite.
“We will continue to passionately support the team through Wear the Rose with a commitment to using technology and connectivity to bring our customers and rugby fans across the country even closer to the action.”
The announcement follows a new brand strategy that O2 unveiled in June.
Its “More for You” campaign aims to position O2 as being some other than a network.