ENGLAND RUGBY

RFU x Continental Tyres

Celebrating grassroots progress in women’s rugby with England Rugby and Continental Tyres in Exeter.

Fairlight Creative delivered a dual-branded content suite to showcase a landmark girls’ rugby event, supporting England Rugby’s 2025 Women’s World Cup engagement strategy.

PROJECT

Content

YEAR

2025

The Brief: As part of England Rugby’s Women and Girls engagement strategy ahead of the 2025 Women’s Rugby World Cup, the RFU and Continental Tyres hosted a Girls U12 T1 rugby event in Exeter. Designed to introduce young players to the game and build momentum for the sport’s future, the event brought together the RFU, Exeter Chiefs, volunteers, and partners for a powerful day of grassroots activation. Fairlight Creative was commissioned to produce a dual-branded photo and video content package that could be used across England Rugby and Continental Tyres’ digital channels — capturing the energy, emotion, and importance of the day.

England Rugby Students represents the full spectrum of university-level rugby - from first-time players to elite athletes representing England internationally. Over the past four years, Fairlight Creative has built a trusted, long-term partnership with England Students, tasked with producing strategically-led content that amplifies the student game’s vibrancy, engages a growing audience, and strengthens connections with the wider RFU ecosystem.


Our Involvement:
We led the full content production on-site, capturing a broad cross-section of the day’s moments — from warm-ups and team talks to on-pitch action and community interactions. Working with a clear understanding of both brand identities, we produced a set of dual-branded assets that felt cohesive, uplifting, and ready for immediate use across web and social. Our filming and photography approach prioritised authenticity and inclusivity, reflecting the spirit of the event and the broader ambition to grow the women’s game from the ground up.

The Outcome: The final deliverables included a campaign-ready highlight video and a comprehensive photo bank — all captured, edited, and delivered in alignment with both England Rugby and Continental Tyres’ brand guidelines. The content has since been used to promote grassroots impact and drive awareness of the 2025 Women’s World Cup build-up. For Fairlight Creative, this project was a clear example of the power of community-led storytelling and the role high-quality, emotionally resonant content plays in growing the game.

Production | Content Ideation| Social Media

"This project was a clear example of the power of community-led storytelling and the role high-quality, emotionally resonant content plays in growing the game."

- Sophie Biddulph

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