England Rugby Partners with Ten Toes to Enhance Content Creation and Brand Engagement

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August 28, 2025

England Rugby Secures extended Digital Partnership with Ten Toes

London, England – England Rugby announced today an extension of its collaboration with digital agency Ten Toes, solidifying a partnership that has demonstrably boosted audience engagement and digital growth over the past two years. The renewed agreement will see Ten Toes continue to spearhead the channel and community management, alongside providing vital strategic consultancy for both the England rugby men’s team and the Red roses.

Strategic Focus on Player Storytelling

The agency has been instrumental in amplifying the profile of the Red Roses in the lead-up to the 2025 Women’s Rugby World Cup. This involved extensive support, including player photoshoots, partner event assistance, and the creation of compelling narratives designed to connect with fans. Ten Toes will continue to manage the day-to-day operations of social media channels, deliver comprehensive content and tournament coverage, and offer data-driven strategic recommendations.

This partnership emphasizes the importance of sharing player stories and forging stronger connections between the team and a new generation of rugby supporters. According to a recent report by Nielsen Sports, emotionally-driven content generates 2.5 times more engagement than purely promotional material.

Key Personnel Express Enthusiasm

Tom Biggs, Content Strategy Director at ten Toes, articulated his excitement about the continued collaboration. “We’re delighted to be extending our partnership with England Rugby,” he stated. “The last two years have represented a remarkable period of growth, and we take pride in the positive results we’ve collectively achieved – from expanding our reach to bringing supporters closer to pivotal moments.”

Nabil Hassan,Head of Content at England Rugby,lauded Ten Toes’ contribution. “Ten toes has proven to be an invaluable partner in driving growth and fostering innovation across our digital platforms,” Hassan remarked. “their expertise, coverage of match days, and consistent channel management have been crucial in engaging, entertaining, and uniting audiences.”

He added, “With a dynamic two years ahead, including the Women’s Rugby world Cup and a full international schedule, we are eager to continue collaborating with Ten Toes to deliver impactful storytelling that resonates with our fans.”

Key Partnership Aspects	Details
Partners	England Rugby & ten Toes
Focus Areas	Social Media Management, Content Creation, Strategic Consultancy
Key Teams Supported	England Rugby (Men’s) & Red Roses (Women’s)
Strategic Goal	Enhance Fan Engagement & Grow Digital Presence

Did You Know? Approximately 65% of sports fans actively engage with teams and athletes on social media, according to a 2024 study by GlobalWebIndex.

Pro Tip: For sports organizations, consistent, high-quality content tailored to specific platforms is crucial for maximizing social media impact.

The Growing Importance of Digital Engagement in Sports

The collaboration between England Rugby and ten Toes highlights a wider trend of sports organizations investing heavily in their digital strategies. In today’s media landscape, a robust online presence is no longer optional – it’s essential for building brand loyalty, attracting sponsorship, and reaching new audiences. The success of this partnership could serve as a blueprint for other sporting bodies looking to enhance their digital engagement.

Frequently Asked Questions about the England Rugby & Ten Toes Partnership

• What is the primary focus of the Ten Toes partnership? The primary focus is to elevate England Rugby and the Red Roses’ social media presence and fan engagement.
• how will Ten Toes support the Red Roses? Ten Toes will provide dedicated support ahead of and during the 2025 Women’s Rugby World Cup through content creation and strategic storytelling.
• What data-driven strategies will Ten Toes employ? Ten Toes will leverage data to refine content strategies, optimize channel performance, and enhance audience targeting.
• What are the expected benefits of this partnership? The partnership aims to drive audience growth, improve fan engagement, and strengthen the overall digital presence of England Rugby.
• Who are the key people involved in this partnership? Tom Biggs (Ten Toes) and Nabil Hassan (england Rugby) are instrumental figures in this collaboration.

What are your thoughts on the role of social media in modern sports? Share your opinions and what you’d like to see more of from your favourite teams in the comments below!

How will this partnership between England Rugby and Ten Toes Media specifically improve the fan experience beyond simply increasing content volume?

Elevating the Fan Experience: A New Partnership

England Rugby has announced a strategic partnership with Ten Toes Media, a leading agency specializing in digital content creation and social media management for sports organizations. This collaboration aims to significantly boost fan engagement, expand the reach of England Rugby’s brand, and deliver compelling content across multiple platforms. The partnership focuses on leveraging Ten Toes’ expertise in video production, graphic design, and social media strategy to create a more immersive and interactive experience for rugby fans worldwide. this move underscores the growing importance of digital content in modern sports marketing and brand building.

What Does Ten Toes Bring to the Table?

Ten Toes Media has a proven track record of success working with prominent sports teams and organizations. Their core competencies include:

High-Quality Video Production: Creating captivating match highlights,player profiles,behind-the-scenes footage,and documentary-style content. Expect more dynamic and emotionally resonant video content from England Rugby.

Social Media Strategy & Management: developing and executing data-driven social media campaigns across platforms like Instagram, Facebook, X (formerly Twitter), TikTok, and YouTube.

Graphic Design & Motion Graphics: Producing visually appealing graphics, animations, and motion graphics to enhance content and brand messaging.

Content Calendar Growth: Planning and scheduling content to maximize reach and engagement, aligning with key match dates, player milestones, and seasonal campaigns.

Data Analytics & Reporting: Tracking key performance indicators (KPIs) to measure the effectiveness of content and optimize strategies for continuous improvement. This includes analyzing engagement rates, reach, and website traffic.

Key Areas of Focus for the Partnership

The collaboration between England Rugby and Ten Toes will concentrate on several key areas:

1. Enhanced Matchday Content: Delivering real-time updates, highlights, and behind-the-scenes access during matches. This will include short-form video clips optimized for social media platforms.
2. Player Storytelling: Showcasing the personalities and journeys of England Rugby players, both on and off the field. This will involve in-depth interviews, feature stories, and personal vlogs.
3. Fan-Focused Initiatives: creating interactive content that encourages fan participation, such as polls, quizzes, contests, and user-generated content campaigns.
4. Digital Fan Zone Expansion: Developing a more robust and engaging digital fan zone on the England Rugby website and app, offering exclusive content, merchandise, and community features.
5. commercial Opportunities: Identifying and developing new commercial opportunities through content creation and brand partnerships.

The Importance of Digital Engagement in Rugby

In today’s competitive sports landscape, digital engagement is paramount. Fans increasingly consume content online,and sports organizations must adapt to meet their evolving needs. This partnership reflects a broader trend within rugby to prioritize digital channels and connect with fans in new and innovative ways.

Increased Reach: Digital platforms allow England Rugby to reach a global audience beyond traditional broadcast media.

Deeper Fan Connection: Engaging content fosters a stronger emotional connection between fans and the team.

Revenue Generation: Digital channels provide opportunities for increased revenue through sponsorships, merchandise sales, and subscription services.

Data-Driven Insights: Analytics provide valuable insights into fan behavior, allowing England Rugby to tailor content and marketing efforts for maximum impact.

Leveraging Content for Brand Building

The partnership isn’t just about creating more content; it’s about creating strategic content that reinforces the England Rugby brand. This includes:

Highlighting Core Values: Showcasing the team’s commitment to sportsmanship, teamwork, and excellence.

Promoting Inclusivity: Featuring diverse voices and perspectives within the rugby community.

Celebrating History & Tradition: honoring the rich history and tradition of England Rugby.

Showcasing Grassroots Development: Highlighting the efforts to grow the game at the grassroots level.

Potential Content Formats to Expect

Fans can anticipate a diverse range of content formats, including:

Short-Form Video (TikTok, Instagram reels): Swift, engaging clips perfect for social media consumption.

Long-Form Video (YouTube, England Rugby Website): In-depth documentaries, player interviews, and match analysis.

Live Streams (Twitch, Facebook Live): Behind-the-scenes access