S&X appointed by Canterbury for Rugby Football Union deal

In March, it was revealed that Canterbury had beaten sportswear giant Nike for the right to manufacture kit for the RFU, a contract Nike had held for 29 years.

Canterbury has now brought in S&X to promote events to mark the launch of England’s new home kit in September.

S&X managing director Paul Phedon said: ‘We are delighted to add Canterbury to our portfolio, particularly for a project as prestigious as the launch of a new national team kit.’

The agency has a history in campaigning for sports brands, having previously worked for Speedo during the London 2012 Olympics.

Canterbury CEO Chris Stephenson said: ‘This is a huge opportunity for us and we are looking forward to working closely with S&X to activate our RFU sponsorship.’