O2 to host Wear The Rose Live concert with Take That

Take That (below) also feature in O2's advert for the event
Take That (below) also feature in O2's advert for the event

O2 will be ramping up its sponsorship of England Rugby on 9 September by hosting a World Cup send-off for the team with a live concert.

Unsurprisingly taking place at The O2 in London, Wear the Rose Live will feature performances from Collabro, Laura Wright and headliner Take That. The latter is set to perform an hour-long montage of hits alongside a full 48-piece orchestra.

The full England Rugby team, coaches and backroom staff will also be in attendance, with players taking part in live interviews throughout the night. Kim Gavin, director and choreographer of the London 2012 Olympics closing ceremony, has been selected as the show’s creative lead.

O2 customers will gain access to the 14,500 tickets on offer 48 hours before the rest of the public. The telecoms brand has created a TV advert to support the event, featuring England fans, Take That and a cameo appearance from 2003 Rugby World Cup star, Johnny Wilkinson.

Nina Bibby, O2’s marketing director, said: "This year, O2 is calling upon the entire country to Wear the Rose and get behind the England Rugby Team, to demonstrate the power of support. Wear the Rose Live has been designed to do just that, offering 14,500 fans a once in a lifetime opportunity to send-off the team with world renowned artists Take That."

Sophie Goldschmidt, chief commercial and marketing officer at Rugby Football Union, added: "We are proud to partner with O2, working together to create a unique event that places the fans at the very heart of it. Power of support can be the difference and hope that we can mobilise the nation to get behind the team come September."

The Rugby World Cup kicks off on 18 September. O2's support of the England team this year has been wide-ranging, inclduing touch rugby games with Wilkinson, projection-mapped statue stunts and an Oculus Rift tour.

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