The operator is co-hosting the official send-off for the team, who will have to travel the long distance from Twickenham to Twickenham for the first match of the tournament against Fiji on 18 September.
Take That (along with a 48-piece orchestra) will play a live set for 14,500 rugby fans at the ‘Wear the Rose Live’ show at the O2, helping to drum up fan support for the team.
The squad, coaches and management will also be attending, with players conducting live interviews on the night.
An accompanying ‘Wear the Rose’ ad shows Take That carrying team members on their shoulders, symbolising fan support. It also features a cameo from Jonny Wilkinson.
The operator will be squeezing the maximum value of its sponsorship, since it will be fairly limited in terms of what it can do during the World Cup.
Brett Gosper, CEO of World Rugby, noted that rights protection means local sponsorships "", though some are permitted on the training grounds.
Nina Bibby, O2 marketing director, said: "This year O2 is calling upon the entire country to Wear the Rose and get behind the England Rugby Team, to demonstrate the power of support.
Wear the Rose Live has been designed to do just that, offering 14,500 fans a once in a lifetime opportunity to send-off the team with world renowned artists Take That."
Brand: O2
Agency: VCCP
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