Monday’s announcement comes on the back of a torrid few months for the RFU following England’s miserable performance at the 2011 World Cup, a campaign that was dogged by on and off-pitch problems. The new-look England regime got off to an encouraging start with a 13-6 victory over Scotland in Saturday’s opening RBS 6 Nations game and the telecommunications firm has now elected to commit to the RFU through the country’s staging of the 2015 World Cup.

O2 has been a sponsor of the RFU and England Rugby since the game turned professional in 1995, making it one of the longest-running sports sponsorships. The new partnership maintains O2’s presence on senior England, Saxons and women’s team kit and will also see the company continue as the exclusive telecommunications provider to the RFU.

Over the next four years O2 and the RFU will work in partnership to create an enhanced digital experience for rugby fans, at Twickenham Stadium, at home and across clubs in England. This will include expanding online platforms and further developing initiatives such as O2 Inside Line, using technology to bring fans closer to the team and the players.

“(O2) have been a long term supporter of rugby at both the grassroots and elite level,” said RFU chief commercial officer Sophie Goldschmidt. “O2’s commitment to further develop our partnership and deliver even richer and more engaging rugby experiences to fans and players is fantastic. This is aligned with the RFU’s goals to further grow the game in innovative ways.”

O2 CEO, Ronan Dunne, added: “We’ve been a proud sponsor of England Rugby for over 16 years and together with the RFU we are committed to building upon our achievements and creating great experiences for customers and fans. Working together with the RFU we will continue to look at how we can use technology to extend the rugby experience beginning with introducing Priority for rugby fans on O2.”