Entire O2 retail estate across England to be rebranded ahead of Rugby World Cup

Starting with outlets closest to Twickenham, the home of England Rugby, all 377 of O2’s stores will have the ‘O’ from the company’s logo replaced with England Rugby’s red rose and feature the hashtag WearTheRose – the first time the O2 logo has been altered since the company opened for business in 2002.

Ian Cafferky, head of marcomms at O2, says: “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.”

Cafferky adds: “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.”

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