O2 on how it has turned its customers into rugby fans

O2 has renewed its sponsorship of the Rugby Football Union (RFU) in a move that it says will feel “more like a partnership than a campaign”.
The 21-year-old deal will be extended by a further five seasons, which means that in total the company will have been the principle partner of England rugby for 25 years, making it one of the longest rugby sponsorships in the world.
O2 will be the lead partner for England Senior Men’s, England Women and England Saxons t