The 2025 Women’s Rugby World Cup strengthens its relationship with O2, as excitement builds for what is expected to be a record-breaking tournament on English soil.
World Rugby has named O2 as an official partner of the Women’s Rugby World Cup for 2025 and presenting partner of the opening show at the Stadium of Light in Sunderland.
The deal, revealed on June 16, will give O2 Priority customers exclusive access to all 32 matches, as well as offer experiences, including the chance to become a flag bearer at select fixtures. The initiative is designed to inspire the ‘next generation’ of rugby fans.
“O2’s long-standing commitment to English rugby is undeniable, and we’re delighted to have them on board for what will be a record-breaking tournament here in England,” said Sarah Massey, Managing Director of Women’s Rugby World Cup 2025.
“With powerful personalities on the pitch and unmissable action in every match, Women’s Rugby World Cup 2025 will be more than a tournament — it will be a nationwide celebration of the sport.”
As part of the partnership, O2 will help set the stage with a major opening show ahead of the first match on August 22. While full details are yet to be revealed, World Rugby has promised more updates soon on the artist and pre-match entertainment.
“Together with O2, we’re excited to connect fans to the stories, and the energy that will define this historic event,” Massey added.
Building on a long-term commitment to rugby
O2 has partnered with England Rugby since 1995. In 2021, it became the first brand to commit to equal investment in both the men’s and women’s games.
Its new role with World Rugby is designed to build on that momentum, connecting fans with the Red Roses through the next phase of the ‘Wear the Rose’ campaign. The latest edition of the campaign will launch this summer, aiming to boost the presence of the women’s game and bring millions of new supporters into the sport.
Since 2023, O2 and the RFU have also worked with Women’s Sport Trust to close the gender awareness gap in rugby, growing visibility for the Red Roses, expanding the fanbase and helping drive record-breaking attendances at Twickenham.
“O2 has been side by side with England Rugby since 1995 and we could not be prouder of everything we have achieved together over the past 30 years,” said Gareth Griffiths, Director of Partnerships and Sponsorship at Virgin Media O2.
“Our Wear the Rose campaign continues to rally the nation in support of the sport and has enabled us to bring the game into the lives of millions more people via Priority from O2. The new partnership with World Rugby will see O2 continue to champion the women’s game every step of the way this summer and help connect fans like never before.”
