BMW England Rugby


Make BMW and its vehicles central to England Rugby and the fans’ experience, and drive engagement and leads.



Famously, England rugby fans’ favourite song is ‘Sweet Chariot’. And notoriously, the fans’ travelling experience to and from Twickenham Stadium for England games is difficult. We leveraged these two insights with the BMW Sweet Chariots campaign. A launch film featuring the England team on the road singing Sweet Chariot went viral, and was followed by the appearance of the BMW Sweet Chariots, a fleet of England Rugby-liveried BMWs which offers fans chauffeur-driven rides to and from matches at Twickenham via digital and experiential promotions.



The launch film achieved over 500,000 views and national media coverage, and the BMW Sweet Chariots have become a fans’ favourite at Twickenham and generated thousands of leads.