Forming part of the #WearTheRose campaign, the tour will visit cities and rugby clubs across the country. Oculus Rift technology will be used to create what O2 claims to be the world’s first ever virtual reality sports experience.
Users will be able to feel what it’s like to ‘Wear the rose’ by training with England’s Elite Player Squad without stepping foot on the rugby pitch. Alongside the tour, the experience will be available to try at the O2 Blueroom on RBS Six Nations match days at Twickenham.
O2 will also be running TV, print, video, digital out-of-home and radio campaigns as part of #WearTheRose. It will also be offering fans who show their support via social media the chance to win exclusive rewards.
Tickets, mascot places and other experiences will be up for grabs throughout the year.
Gareth Griffiths, head of sports sponsorship at O2, said: "We’re launching Wear the Rose at the start of an amazing year for O2 and England Rugby. We are calling upon the country to stand beside us, and get behind the England Rugby Team.
"To do that we need a symbol that represents the very heart of England, a symbol sewn onto the chest of every England Rugby shirt – the red rose. If you’re going to watch England play at Twickenham, down the pub with your mates, or even at home, show the power of your support – get your England Rugby shirt on, Wear the Rose."
Stuart Lancaster, England Rugby’s head coach, added: "The power of support can be the difference between victory and defeat. The support we get is fantastic and I’m sure that in this special year for rugby our fans can be that difference.
"As players and coaches we thrive on support, it can provide that extra 10%, which in a game of small margins can be so important. We’re delighted O2 are bringing fans right to the heart of their campaign."
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