Canterbury has taken over as RFU official kit supplier.
Pitch worked on a major announcement for English sport last week as Canterbury, the world’s ultimate rugby brand, was exclusively unveiled as the new official kit supplier for England Rugby.
The four year agreement will see Canterbury supplying kit to the England Senior, Saxons, Sevens, Women’s and age grade representative teams from September 2012 to beyond the Rugby World Cup in 2015.
Following the strong concept of ‘training wear, team wear and fashion wear’ Canterbury enables the notion of ‘Look like a winner, play like a winner’ to run true for players and fans alike.
The announcement was heralded by those very fans on all of Canterbury’s social media channels. The company received thousands of tweets and posts on its Facebook page from people delighted that a brand so rich in rugby heritage and also signature style, would be producing the new shirts.
Canterbury saw more than 1,000 extra ‘likes’ on its Facebook page and secured more than 500 additional followers on Twitter, a great example of fans being the real reflection of a team/brand.
Traditional coverage was secured globally as media from the USA, South Africa, New Zealand and Australia all took interest in the story. In the UK, coverage was generated across national sports and business press in addition to major rugby websites and blogs.