Six Nations rugby fever is upon us and, if you can get past the furore over ITV’s split-screen solution to showing ads during the match, there are plenty of opportunities for brands to get on board. Tesco’s rapid grocery delivery service, Tesco Whoosh, is taking advantage of the potential to run out of crisps, beer or loo roll during crucial rugby afternoons by becoming the coverage partner of For The Love Of Rugby (FTLOR).
The announcement, developed in collaboration with WPP Media’s EssenceMediacom, is the first of its kind, and will see the FTLOR studio renamed for the tournament as the Tesco Whoosh Studios.
FTLOR, one of the UK’s most popular rugby podcasts produced by Crowd Network (Crowd), will feature Tesco Whoosh branding at different touchpoints throughout the show. Tesco Whoosh YouTube episode graphics and host-read advertising within the show will form part of the partnership and it will also feature branded segments with hosts Ben Youngs and Dan Cole discussing upcoming fixtures. Ben and Dan will also use Whoosh during the Six Nations weekends, sharing their experiences with fans in Monday episodes.
Since its launch in February 2024, FTLOR has skyrocketed, topping charts and attracting huge audience numbers. During last year’s tournament, its rugby content delivered 2.4 million longform listens and views, alongside 51.4 million short-form views, highlighting the scale and engagement available to brands through premium sports shows.
Typically associated with stadiums and venues, applying a naming rights model to a podcast studio will enable FTLOR to access new commercial opportunities in the rapidly growing content sector. The move reflects growing demand from brands to push beyond traditional sponsorship models and align more closely with high-performing content environments.
Steve Jones, Content Director at Crowd Network, said: “The Six Nations is one of the biggest moments in the rugby calendar and For The Love Of Rugby has become a go-to destination for fans who want informed, honest and entertaining analysis of the tournament,” says Steve Jones, Content Director at Crowd Network. “Working with Tesco Whoosh allows us to build on that momentum, integrating the brand innovatively and creatively into the show and giving fans something genuinely useful alongside the content they already love.”
EssenceMediacom (part of WPP Media)’s Head of Sport and Entertainment, Alex Brown, adds: “This shows how brands can go beyond traditional sponsorships, offering a flexible and high-impact way for Tesco Whoosh to feature in premium sports content. This approach engages rugby fans during major sporting moments like the Six Nations, delivering relevance and impact.”
