There is something unmistakable about the build up to a match at Twickenham.
The moment you step off the train, the energy shifts. Fans draped in white shirts with red roses, the hum of anticipation in their conversations, and that pungent aroma of tallow, grilled onions and lager lining the route to the stadium all builds a sense of ritual.
People move with purpose, but also with joy, knowing they are part of something much bigger than a single match.
For me, the experience was especially personal. I had the chance to attend the England v Italy Six Nations match earlier this year with my dad, watching from the O2 hospitality box at Twickenham.
He’s been taking me to the stadium since I was a child, and to be back there with him in such a special setting brought everything full circle. From the view over the pitch to the incredible food and atmosphere, it was a day filled with pride, nostalgia and connection.
Sharing that moment with him reminded me how powerful rugby and Twickenham can be in bringing people together across generations.
This sense of connection is at the heart of O2 and England Rugby’s 30 year partnership. Since 1995, the collaboration has helped shape the sport’s identity both on and off the pitch.
What began as a shirt sponsorship has grown into one of the most recognisable and enduring relationships in professional sport, focused on driving engagement, inclusivity and access across all levels of the game.
O2’s commitment has gone far beyond the men’s squad. In recent years, the brand has been a leading voice in closing rugby’s gender awareness gap, supporting the Red Roses with equal marketing spend, landmark documentaries, and matchday activations that have helped fill stadiums and grow new audiences.
Its Priority platform continues to offer fans access to unforgettable rugby moments, while its investment in Twickenham’s connectivity and content creation ensures supporters feel part of the journey wherever they are.
As England Rugby and O2 celebrate three decades side by side, the shared legacy is clear – not just in the moments under stadium lights, but in the memories made, the people brought together, and the passion that continues to grow with every game.
