England to make major change to kit after striking sponsorship deal with Lloyds Bank

The back of England rugby’s shirts will carry a sponsor’s name for the first time after Lloyds Bank struck a lucrative new partnership with the Rugby Football Union (RFU).

The multi-million pound per year deal will see the bank’s famous black horse logo and name emblazoned above the player names on the kits of England’s men and women, beginning with the Red Roses’ clash with Australia in Manchester this weekend.

The agreement will see Lloyds becomes one of the RFU’s leading partners, with significant investment expected into the community game, and is another significant boost to the union’s finances.

O2 have been England’s front-of-shirt sponsor for 30 years, while Allianz took the naming rights to Twickenham in 2024 in a 10-year sponsorship deal.

“This is a truly significant partnership for the RFU and marks an important moment for rugby in England. Lloyds is one of the country’s most recognised and proudly British brands, and their commitment extends far beyond visibility on the England shirt,” RFU chief executive Bill Sweeney said.

“Together, we have a shared ambition to grow the game from the grass roots up, creating more opportunities for people of all ages and backgrounds to play, enjoy and be part of rugby. What makes this relationship particularly exciting is its potential to make a real difference across every level of the game, from local clubs to our England teams.

“Lloyds shares our belief in rugby’s power to bring communities together, and we are delighted to welcome them into the rugby family as we deliver our vision for the future together.”

Many other nations already have back-of-shirt sponsors, while Lloyds will also feature prominently on England’s anthem jackets and training bibs. As per long-term competition regulations, England’s match kit at next year’s World Cup will be shorn of sponsors.

In a further boost to the RFU’s coffers, all three of their warm-up games ahead of that tournament are expected to be held at Twickenham’s Allianz Stadium.