Rugby Football Union & Greene King IPA renew partnership for three more seasons

The Rugby Football Union (RFU) today unveiled a new brand identity and bespoke website for the Greene King IPA Championship at the official season launch event at Twickenham Stadium.

The announcement comes as the RFU has made a commitment to enhance its content, marketing and communications support for the competition throughout the 2017/18 season and beyond.

The new brand identity includes a new logo and look and feel and will be used across all marketing and communications channels and materials used to promote the Greene King IPA Championship.

The mission statement of the Greene King IPA Championship is to help raise the profile, excitement and standard of the English game for fans and players. The new strapline for the competition – ‘Raising the Game’ – aligns with this objective and is both a strategic statement of intent as well as a creative device that will be used in marketing and communications output.

To enhance its online presence, the competition’s first website ‘’ will officially launch ahead of the first weekend of fixtures in September 2017.

The bespoke site will be optimised for mobile and follows an innovative scrolling, magazine-style format with round-by-round previews, reviews and features, as well as the latest fixtures, results and opportunities for fans to purchase tickets and share user-generated content.

In addition, the RFU has committed to live stream up to ten games this season which will be hosted on the new website along with the England Rugby social media channels. This is supplementary to the 11 games that Sky Sports – the official broadcaster of the Greene King IPA Championship – will air throughout the season.

The launch of the new season was also marked with the news that the RFU has renewed its partnership with Greene King IPA for a further three seasons.

The extension will see Greene King IPA retain its title partnership of the Greene King IPA Championship, cementing its position as a key supporter of rugby at all levels of the game. 

Commenting on the partnership renewal, RFU Chief Executive Officer, Ian Ritchie, said: “This is a very exciting time for the Greene King IPA Championship and we are delighted that Greene King IPA has committed to support the competition for three more seasons. 

“Extending our relationship with Greene King IPA is another fantastic step forward on our mission to continue improving the league, and to have such an established brand like Greene King IPA invest in the competition is a real credit to the clubs and their continued efforts to drive this competition forward.”

George Johnston, Marketing Director, Greene King IPA, added: “Greene King IPA has been a supporter of rugby from grassroots to world class levels for a number of years and community and hospitality are extremely important to us, so the work that the RFU has been doing to put the fans at the heart of the Championship is very much in-line with our own values.

“We are proud to extend our title partnership of this respected competition and we look forward to continuing to build a great relationship with the RFU, the clubs and all of the supporters over the seasons ahead.”

Round one of the 2017/18 Greene King IPA Championship will commence on Friday 2 September 2017.