RFU–Capgemini Deal Signals AI-Led Digital Transformation Across Rugby Ecosystem

In the 21st century, where technology has optimised every field, the sporting sector has also adapted and is now using technological advancements for strategy building and broadcasting. Rugby has secured a new platform to manage its digital presence.

The Rugby Football Union has partnered with Capgemini to upgrade its technological infrastructure and enhance digital engagements. The deal shall be constituted by strengthening the digital foundation that supports participation pathways adjacent to fan interaction across all the stages of rugby, from grassroots to elite. The tech firm shall aid in achieving the "Plan 2030 Goals" that the RFU has set for the expansion of its services and widening the targeted audience base.

Claudio Borges, Executive Director of Commercial and Marketing at the RFU, said, “We are delighted to welcome Capgemini on board as we work together on our digital transformation programme. Our partnership with Capgemini means we can accelerate digital transformation at all levels of the game. We want our sport to be accessible, engaging and innovative, and this partnership amplifies this. We aim to continually evolve, and, with the help of Capgemini, we will be able to do so effectively.”

Steven Webb, UK Chief Technology and Innovation Officer at Capgemini, added, “We are incredibly proud to join forces with the RFU at such an exciting time for the sport, especially following the recent success of the Red Roses for England. By bringing together Capgemini’s deep expertise in AI-led digital transformation and the RFU’s ambition for the game, we will help elevate and enrich the rugby experience for players, volunteers and fans nationwide.”