World Rugby has announced details of an official partnership with beauty and aromatherapy brand Puressentiel to jointly promote rugby in strategic markets.
The deal was launched by World Rugby Chairman Bernard Lapasset and Laboratoire Puressentiel President Marco Pacchioni at a special event in Paris on 21 January.
Under the four-year deal, Puressentiel will be associated with a number of major tournaments within World Rugby's portfolio, including the World Rugby U20 Championship, men's and women's HSBC World Rugby Sevens Series and Women's Rugby World Cup tournaments, giving brand exposure to new audiences worldwide. Puressentiel will also partner with World Rugby to promote rugby in key markets, including Asia ahead of Rugby World Cup 2019 in Japan.
The agreement also allows World Rugby to collaborate with Puressentiel to design and deliver a range of sporting lifestyle products for the international marketplace.
Lapasset said: "This exciting partnership is a perfect fit between two brands who share a passion for the promotion of a natural and healthy approach within their respective industries.
"The deal also reflects the appeal of our showcase events and our ever-growing audiences to international brands as rugby continues to experience record participation and engagement growth.
"Through this partnership we aim to reach and engage new audiences and inspire more men, women and children to participate in rugby and have fun and we look forward to collaborating with Puressentiel over the next four years.”
World Rugby Head of Commercial, Broadcast and Marketing Murray Barnett added: "Since our re-launch as World Rugby in November 2014, we have seen an increasing number of brands and companies wishing to associate with rugby and its character-building values as well as World Rugby's global properties and momentum, which is exciting for the sport."
Pacchioni said: "It is a natural fit for Puressentiel to partner with World Rugby. Rugby is a sport built on strong values and we are founded on principles of efficacy, bringing natural products to the market. Asia is a large focus market for us and an exciting and growing rugby market, representing a great opportunity.”
The deal follows the announcement last year of Eden Park as an official partner of World Rugby.