Telecom O2 will continue to sponsor rugby in England after extending its partnership with the Rugby Football Union for another five years. The U.K. operator, which has been associated with the sport since '95, said that the new deal would look to leverage digital technology to give fans a better experience. For example, O2 and England Rugby will produce exclusive pre-match video content that will be distributed through the operator’s Priority app 48 hours before anyone else can see it. O2’s logo will continue to be on both match and training kits worn by players, coaching and support staff, as well as replica kits for fans. O2 will also remain the exclusive telecom and Wi-Fi provider to England Rugby. Financial details of the new deal were not disclosed (O2). CAMPAIGN LIVE's Omar Oakes reported the extension makes O2's backing of England Rugby "one of world sport's longest-standing brand partnerships." O2’s brand campaign "Wear the rose," created by VCCP and launched at the 2015 Rugby World Cup, will become "more central" to its support of England matchdays. O2 customers will also get access to priority tickets for England home matches at Twickenham (CAMPAIGN LIVE, 10/25).