On 10 March, ahead of their Guinness Six Nations game against Ireland on 12 March, England Rugby sponsor O2 demonstrated the power of its 5G network by surprising schoolchildren with a world-first, virtual rugby physical education lesson taught by players Ellis Genge, Jack Nowell and Henry Slade – or at least by their life size 4K holograms.
With the team still operating under tight Covid-19 restrictions during the tournament – to ensure it complies with rules across the various countries participating in the competition – physical, in-person interaction with fans has been minimal. So the team’s official telco and shirt sponsor enabled several stars of the tem to see fans virtually face-to-face by blending its 5G mobile network services with Portl (a high-spec device that uses hologram technology to project users in 4K resolution).
This connection enabled Genge, Slade and Nowell to surprise kids at Summerhill Academy in Bristol and gate-crash their normal PE lesson and replace it with a rugby masterclass.
The primary school has, in the recent past, had limited exposure to rugby so the players took the schoolchildren – a mix of boys and girls aged between seven and 11 – so the players took over the lesson from their teacher: leading the training drills and concluding with a touch rugby match with the stars shouting instructions and encouragement.
To enhance the kids’ experience, they were all given England shirts by the players to wear during the training session and, at the end of the lesson, there was time for the children to speak to the players and pose for photos in their hologram form.
The virtual class was promoted across telco, team and player social channels led by a hero video of the activation dropped on 10 March.
Virgin Media O2 Director Of Partnerships and Sponsorship Gareth Griffiths commented: “Using the power of O2’s 5G mobile network, we’ve been able to showcase an innovative solution to bring together England rugby players Henry, Ellis and Jack with a lucky group of schoolchildren in a way that, to date, has been unimaginable. Through our partnership with England Rugby, we have exciting plans to continue to provide fans even more unforgettable experiences, thanks to our connectivity.”
“Engaging with local communities is at the heart of the work that we do and helps to inspire a new generation of players across the country,” said RFU Director of Rugby Development Steve Grainger. “Due to the pandemic, this type of technology is a great tool to bring fans closer to the players and helps act as a huge motivation For Eddie Jones and the team when they step onto the pitch.”
England winger Nowell added: “It’s been a real tough last few years for so many people and we’ve been unable to engage with our fans and the British public in a way that we’ve been used to so this was great fun to do this with the schoolchildren in Bristol.”
Genge said: “Having been born and brought up in Bristol and not had the access to rugby that many have at a younger age, I hope that the virtual rugby PE lesson can have a lasting impact on the kids to want to play more rugby in the future.
Slade commented: “It was absolutely incredible to see this technology in the flesh for the first time and being able to connect to the kids in this way is something straight out of the future.”
Chris Barratt, Head Teacher at Summerhill Academy, said: “We are extremely grateful for this opportunity from O2 and the RFU. It’s not every day that your students get to interact with some of the best rugby players in the world. To see this happening at our school is something we are very proud of and we hope that this technology can be used to coach even more children in the future.’’
This is just one strand of O2 comprehensive England Rugby #WearTheRose activation programme running across its network, in-stores and via its social platforms led by @O2 and @O2Sports on Twitter.
Comment
Since the outbreak of the pandemic back in early 2020, England Rugby’s players and coaches have operated under strict Covid-19 restrictions: operating largely in a squad bubble and thus having little opportunity to meet fans, sponsors and the public in person.
This virtual rugby PE lesson is a fine example of how new technologies are increasingly connected elite level athletes with fans and the grassroots game to help build closer relationships and to inspire new generations of players through unforgettable experiences.
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