BMW Group UK Appoints Synergy As RFU Strategic Sponsorship Agency

BMW Group UK has appointed Synergy Sponsorship as Strategic Agency Partner for its four-year sponsorship of the Rugby Football Union (RFU). BMW selected Synergy after a competitive pitch to advise on the sponsorship, which was announced in April 2012

As the Official Vehicle Partner of England Rugby, BMW Group UK will make a significant investment in the continued development of the next generation of English players, becoming title sponsor of England’s elite age grade development programme and England Under 16, Under 18 and Under 20 squads. In addition, BMW Group UK will engage rugby supporters and BMW and MINI customers through the RFU’s digital channels and at Twickenham Stadium on international match days.

The appointment builds on Synergy’s existing relationship with BMW.  In 2010 Synergy were appointed in a similar role to advise on the strategy and activation of the BMW Group UK London 2012 Tier One partnership, which was announced in November 2009.

Chris Brownridge, Marketing Director of BMW Group UK, said: "BMW is delighted to continue our successful relationship with Synergy. The pitch demonstrated their clear leadership in their field and an exciting and innovative strategic vision for the RFU sponsorship.”

Tim Crow, CEO of Synergy, said: “We look forward to building on our London 2012 work and helping BMW to make the RFU sponsorship equally successful.”