AG1 became the Official Daily Nutrition Supplement Partner to England Rugby Men's and Women's teams as they looked to turn social buzz into sporting credibility. The partnership strengthened AG1’s positioning within elite performance, using players, training environments and tailored content to demonstrate their role in supporting physical resilience and everyday wellbeing.
A premium wellness brand breaks new ground through a performance-led partnership with England Rugby.
The Brief
AG1, the premium, science-driven wellness brand, has a devoted fan base among its core target audience of affluent professionals who prioritise nutrition, recovery, immune health, and overall well-being over mere appearance. However, their strategy of influencers and social media was beginning to flatline; they needed greater awareness of the brand to their core audience segments, whilst being able to achieve performance gains for top-level athletes to create a credible storytelling narrative.
The Solution
Announce AG1 as the official Daily Nutrient partner of England Rugby ahead of the 2025 Six Nations tournament.
In addition to the brand exposure afforded within this deal, we have structured a performance-based remuneration for both the RFU and individual players for subscriptions generated by their organic and owned channels.
Results
Results after 6 months into their 3-year partnership are very encouraging for both incremental subscriptions and brand metrics for awareness and consideration amongst Rugby fans in the UK.
Passion Powered Results Driven
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