Shine will develop a media relations programme targeting consumer lifestyle press to mark the club's anniversary in June. The agency won the work following an uncompetitive pitch.
Bath reached the quarter finals of the European Rugby Champions Cup last week and are challenging for top honours in the Aviva Premiership.
Sinead Russell, head of comms at Bath Rugby, said: "It’s a big year for Bath Rugby as we celebrate a significant milestone in the club’s history, and it’s also a big year for English rugby in general, with a wealth of new supporters discovering the sport through the home Rugby World Cup. Shine’s impressive work and vast experience will add valuable expertise to my own team’s remit."
David Wiles, director at Shine, added: "Bath Rugby are one of English rugby’s most recognisable teams so we’re delighted to add them to our growing portfolio of sport and entertainment clients. Our activity will complement the great work being done by their in-house team, with a focus on introducing Bath to a whole new audience away from the sports pages in what will prove to be a momentous year for the club."
Bath Rugby was founded in 1865. It became the first English club to win Europe’s premier club competition, the Heineken Cup, along with six English League titles.