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August 5, 2014

The New Digital Home of England Rugby

by Press Office

Timed to coincide with the 2015 Rugby World Cup on home soil, the Rugby Football Union (RFU), in collaboration with deltatre, has launched a fantastic new website that will be the new digital home of England Rugby – now live at

With a vision to support English rugby’s future in today’s fast evolving digital world, deltatre has worked with the governing body for grassroots and elite rugby to create a personalised platform, connecting people to rugby at all levels.

The rebranded site, from to, offers rich and exciting content to the rugby community, with relevant news and information for fans, players, coaches, referees, schools and volunteers alike. Alongside news and information on all England teams, the site offers clear pathways for people interested in rugby to support, play, coach and referee – helping the RFU with its aims to grow the game.

The New Digital Home of England Rugby

The fully responsive site has vastly improved the user experience enabling an array of personalised content, whether browsing on a PC, mobile or tablet. Exciting content ranging from exclusive player interviews, personalised news and captivating video from England Rugby TV, will encourage users to stay longer and explore, supported by integrated social media activity to over 1.4m Facebook and Twitter followers.

The ‘My Rugby’ section allows those involved in the game to personalise their online experience, including the news and fixtures they see, according to their own preferences. The website’s full integration with a CRM system, delivered in conjunction with IBM, will promote engagement further with accurate targeting of content and opportunities, bringing the RFU closer to the rugby community than ever before.

Mark Killingley, RFU Head of Digital and CRM, said: “Our new website is for everybody interested in English rugby – with important offerings for all our visitors: fans, players, volunteers and administrators. It fundamentally supports our aims to grow the game in line with the values of the sport.”

“The look and feel of the site reflects the clean white colour from the England Rugby brand and offers really useful functionality to our visitors. There are England team hubs which are multimedia centres for news and information around all our teams, plus clear ways to get involved in the game, whether playing, coaching or refereeing.”

“The My Rugby area of the site becomes not only the portal for our Supporters Club members, but also the point of entry to all of the club administration tools needed to register players, update fixtures and results.”

Describing the launch, Hugo Sharman, Director at deltatre said: “Over the past year we have worked incredibly hard with all the key stakeholders in England Rugby so that the best content is presented in the best way to all users, regardless of where they are and what device they are using. Not only is the design new but so is the technology supporting it, including deltatre’s Content Management System, Forge, which specifically meets the demands of live sport”.

The website’s architecture is scalable to meet the demands of high traffic peaks during live games, and features live results and global fixtures. It will continue to feature IBM TryTracker, pushing the boundaries of live sport, showing visual keys for England’s crucial games leading up to the Rugby World Cup 2015.

deltatre’s LiveBlogging tool will be an important feature within IBM TryTracker going forward. This will invigorate coverage of live events via social content, pictures, videos and event updates; direct to a live stream on the website, enabling the story of the game to be told. England Rugby Editors can contribute whether at the stadium, or in the studio, putting the fans at the heart of the game.


About the Rugby Football Union:
Headquarters in the 82,000-seater Twickenham Stadium, the home of England Rugby, the Rugby Football Union is the national governing body for grassroots and elite rugby in England, with 2,000 autonomous rugby clubs in its membership. The RFU has a 550-strong workforce helping to grow rugby within clubs, schools and universities, right the way through to professional level. The RFU has a significant digital presence through online, mobile apps and social media channels. For information, visit or follow us on Twitter: @EnglandRugby

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