Land Rover to focus on grassroots rugby for World Cup

The #WeDealInReal campaign encompasses 11 amateur rugby clubs
The #WeDealInReal campaign encompasses 11 amateur rugby clubs

Land Rover has unveiled details of its #WeDealInReal Rugby World Cup campaign, which celebrates the sport's grassroots.

The global campaign encompasses 11 amateur rugby clubs from countries including the nearby Scotland through to Fiji in the South Pacific.

Each team will have their stories featured via video on Land Rover’s global website, and the brand has stated that hundreds of other amateur teams will feature on the website in myriad different ways. 

The brand has also selected 96 young people, who hail from each competing nation, as mascots.

The individuals, who were chosen from grassroots programmes, have been granted the opportunity to run out with the teams during the Rugby World Cup.

Land Rover has been touring the Rugby World Cup trophy around remote communities across 15 countries in the lead up to the tournament, which kicks off on 18 September. 

Its bespoke Rugby World Cup Defender, which was unveiled via a stunt on the River Thames in May, is touring the trophy around the UK. 

The automotive brand organised rugby-focused grassroots activity in March, when brand ambassadors including Johnny Wilkinson, Will Greenwood, Sir Clive Woodward, Brad Thorn and Bryan Habana took part in amateur club, Racal Decca RFS's match day preparations.

Wilkinson is also involved with O2 for rugby-focused events, including the upcoming Wear The Rose Live concert with Take That.

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