Licensing agency will expand the sports brand into lifestyle focused merchandise.

The Rugby Football Union has renewed its agreement with CPLG to oversee England Rugby’s global licensing program.

CPLG will build on England Rugby’s success with by focusing the brand’s categories toward a lifestyle licensing program. The extension is supported by a new style guide with updated assets that, according to CPLG, promises further progression into new categories and will help to shape a wider target market.

“We felt that CPLG continues to be best placed to help us achieve our goals of expanding the program,” says Jane Barron, manager, licensing and marketing, England Rugby. “Sports licensing as a sector is growing and currently achieving fantastic support from retail and licensees and we want to capitalize on this.”

According to CPLG, the RFU’s current goal is to continue its growth and momentum to deliver a 365-day program, capitalizing on all major events in rugby fans’ calendars.

CPLG has represented England Rugby for 18 years, one of the longest in the company’s history.

“We have worked hard in partnership with the RFU to establish England Rugby as a successful sports brand at retail in the U.K.,” says Gemma Witts, director, retail and marketing, CPLG. “There is now stronger engagement in the brand with retailers following the Rugby World Cup in 2015. We are looking forward to building on this success with a more lifestyle brand approach, rather than event driven programs, with diversification into new product areas and retail focus.”