O2 Wears The Rose With Mass Store Rebrand

England Rugby partner O2 is to rebrand its entire retail estate in England to Wear the Rose. Launched at O2 stores closest to Twickenham, the home of England Rugby, all 377 of O2’s stores across high streets up and down the country will see the ‘O’ from the O2 logo replaced with England Rugby’s red rose, in a unique coming together of brands.

The mass store rebrand will be the first ever time the O2 logo has been altered in such a way on O2’s retail estate since the brand was born in 2002 and is thought to be the first time a lead team sponsor has changed their logo in this way in support of a team anywhere in the world.

Ian Cafferky, Head of Marcomms at O2, comments: “This year we are calling upon the country to Wear the Rose and get behind the England Rugby team. Changing the O2 brand above the door of our 377 stores in England to embrace the rose is a visual way of showing our support for Stuart Lancaster and his team, right across the country. It feels like a natural celebration of our 20-year partnership with the RFU.”

Ahead of the biggest tournament in English Rugby history, the rebrand marks the latest phase in O2’s Wear the Rose campaign as it calls on the country to demonstrate the power support and get behind the England Rugby team. Other activities across the summer have so far included the O2 Touch Tour which travelled the country throughout June and July and the launch of a 50,000 Official England Rugby shirt giveaway through Priority earlier this month.

O2’s support will continue after the store rebrand with Wear the Rose Live, the Official England Rugby team 2015 Send Off with the RFU on 9th September at The O2.A celebration of both England and rugby, Wear the Rose Live will offer fans from across the country a once in a lifetime opportunity to wave off the England team in style and show how the power of support can give the squad a huge boost.

Cafferky added: "The power of support can be the difference, especially in a home nation tournament. If everyone in England Wears the Rose with us, the players will feel like giants.”

Sophie Goldschmidt RFU Chief Commercial & Marketing Officer said: “This is a huge year for rugby in England and gives us a great opportunity to take the game to new audiences. O2 are our longest standing partner and it’s fantastic to see them wearing the rose in such an innovative way, taking their support direct to the high street. We hope that fans across the nation will join us and O2 in getting behind the team.”