Tetley’s has taken advantage of a change to sponsorship regulations and extended its longstanding sponsorship of England Rugby, teaming up with The Telegraph to showcase content featuring current and former players across both print and online channels.
The move follows a change in UK sponsorship regulations, agreed between the players and the Rugby Football Union (RFU) earlier this year, enabling individuals to develop personal sponsorship associations beyond their club and national level contracts.
As part of the tie-up seven Tetley’s-sponsored players and former players, including Martin Johnson, Jason Leonard and Steve Thompson, will appear in special edition pullout supplements alongside online content on each weekend of the Autumn internationals and ahead of the start of the season on November 5.
The content will include personal insights from the players on the forthcoming games, recollections from former players and “pub cast” interviews that will be streamed via a new microsite throughout November.
The project developed out of an entry into the Telegraph’s awards for the innovative use of multi-media platforms in which Tetley’s collaborated with its media agency OMD UK to develop the concept.
The deal sees Tetley’s continue to build on its strong links to both Rugby Union and Rugby League. The brand is currently the official beer of more than 15 clubs.