RFU agrees multi-year Adidas footwear extension

Credit: Brian Lawless/PA Archive/PA Images

Rugby Football Union (RFU) has extended its partnership with sportswear manufacturer Adidas until the end of the 2023/24 season.

As a result of the partnership, Adidas will remain as England Rugby’s official footwear supplier, a title the firm has held since 2016.

The manufacturer will continue to maintain exclusive rights to the players’ rugby boots and trainers with Adidas’ latest footwear to be highlighted by the men’s, women’s and age grade teams, as well as the coaching team and other England Rugby staff.

Simon Massie-Taylor, Chief Commercial and Marketing Officer at England Rugby commented: “We are delighted to extend our partnership with adidas and continue to grow the relationship further over the next four years.

“It is vital that our players have access to the most innovative and technologically advanced footwear to yield maximum performance when they take to the field and adidas are without doubt one of the most respected performance brands in the industry to be collaborating with.”

In terms of marketing, Adidas will maintain a range of online and digital rights while the manufacturer will continue to hold a presence across England Rugby’s digital and social media platforms.

Adidas has highlighted its confidence that the agreement will continue to enhance its brand as the company looks to partner with ‘the very best athletes and federations in the world of sport’ in order to achieve that success.

An Adidas spokesperson added: This successful footwear partnership with England Rugby has been, and will continue to be, an important element in maintaining adidas’ market leading position in the sport and our credentials as the authentic multi-sport sports brand.

“It is a highly valued relationship which we are extremely pleased is now extended for the next four years.”