The aim of the health partnership – with both the men’s and women’s teams – is to provide a boost to the profile of health insurance and, at the same time, help advisers in their protection conversations with clients.
Neville Koopowitz, CEO of Vitality, said: “We believe in the power of sport to help inspire people to live a healthy life, which is why we partner with leading sports figures, teams and events to help us share the Vitality message.
“We are excited to be the new Official Wellness Partner of England Rugby, Scottish Rugby and the Welsh Rugby Union – our latest move in our goal of changing health insurance for good.”
Rugby fans across the UK and the world will see Vitality branding at Twickenham Stadium, BT Murrayfield and the Millennium Stadium. As part of the agreements, new and existing Vitality members will have the chance to win tickets, signed merchandise and ‘money-can’t-buy’ experiences, as well as the opportunity to meet star players from both the men’s and women’s national rugby teams.
Vitality already partners with Arsenal FC, Liverpool FC, and Manchester City FC, as well as cricket Test Match Grounds across the UK. The brand is the title sponsor of the Vitality Run Series and the ITU’s Vitality World Triathlon London.
Sophie Goldschmidt, RFU chief commercial and marketing officer, added: "We are delighted to welcome Vitality to our partnership family. There is natural alignment between RFU and Vitality, a brand that is a progressive market leader in the promotion of the health and wellness amongst its members.
“The RFU is committed to growing the game across all levels from grassroots clubs right through to the professional level. Our new partnership with Vitality will enable the RFU to continue to deliver on investing back into the game.”
Scottish international Sean Lamont said: “Sport and exercise can be fun and after a while it becomes quite addictive, even if you’re not a professional athlete. It’s fantastic that Vitality rewards you for being fit, especially on those days when you need a bit more motivation.”
And Welsh international Alex Cuthbert added: “Health and wellbeing is a huge part of my life, from what I eat to how I train, especially in the build up to something as major as an international rugby tournament. I’m delighted we have Vitality on board as our Wellness partner.”
As well as discounted gym membership and half price health screens, Vitality rewards members for taking steps to improve their health through a range of partners delivering a number of benefits from cashback on holidays, to vouchers for sports kit, to cinema tickets.