The firm will have its branding in key locations at the Allianz Stadium as part of the deal
John Lewis Money, the department store’s financial services arm, has kicked off 2025 by becoming an official partner of England Rugby.
The firm said it had secured a multiyear brand-building sponsorship agreement and that it would support the Red Roses and England Men’s team.
John Lewis Money will also have its branding in key locations at the Allianz Stadium in Twickenham from 8 February onwards at home matches.
James Mack, director of John Lewis Money, said: “We’re thrilled to partner with England Rugby in what is going to be an action-packed year, starting with the Guinness Six Nations just around the corner.
“With such a strong overlap between our customer base and rugby fans, England Rugby is the perfect partner to take our brand awareness to the next level.”
‘Key time’
John Lewis Money provides a range of services to customers, including insurance, travel money, international payments and loans.
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It said that the deal came at a “key time”, with it having a “pipeline of product developments for this year”.
Claudio Borges, RFU executive director of engagement and business growth, said: “We’re really pleased to welcome John Lewis Money as a partner of England Rugby.
“There is great alignment between our two brands and we look forward to developing our relationship over the coming years.”
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