O2 Rebrands Stores With England Rugby's Red Rose Ahead Of Rugby World Cup

O2 "is rebranding its 377 high street stores with England Rugby's red rose as part of its campaign leading up to the Rugby World Cup in September," according to Michelle Perrett of CAMPAIGN LIVE. The mass store rebrand "is the first time the O2 logo has been altered in such a way since the brand was founded in 2002." It will see the "O" from the logo replaced with England Rugby’s red rose. It is the latest phase in O2’s "wear the rose" campaign to support the England Rugby team in the upcoming tournament. O2 has been an England Rugby sponsor since '95, however since it is not an official sponsor of the tournament it "is restricted in terms of brand visibility at the event." The idea and execution "was implemented internally by O2." O2’s support "will continue with Wear the Rose Live, the official send-off for the England Rugby team with the RFU" on Sept. 9 at The O2. The 377 stores "will be returned to their traditional branding once the Rugby World Cup is over" (CAMPAIGN LIVE, 8/30).