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Land Rover’s Official World Cup Cars
posted on Sep 22 2015 by Kiri Nowak
You may have seen the Land Rover logo all over your Television screens as well as a few branded vehicles driving up and down the country. That’s because Land Rover is an official Worldwide Partner and Official Vehicle Partner of the Rugby World Cup 2015. A fleet of Land Rover cars are being used to transport officials and tournament organisers. You will see them parked up outside all the stadiums during the world cup games.
During the build up to the World Cup, Land Rover created a one-off Land Rover Defender to transport the Webb Ellis Cup. It went on a nationwide tour of the UK and Ireland. It was revealed in London, and went on a 100 day tour of the UK. It has a special trophy cabinet in the back of the car and a 40 inch television screen.
Autocar claims it manages ‘148bhp from its 2.2-litre diesel engine.’ Rugby legend Lawrence Dallaglio was picture getting a photo with the unique Defender which he posted on his Twitter account saying ‘Perfect setting for a quick photo with the #RWC2015 #Defender @LandRoverRugby.’
Of all the car manufacturers, Land Rover seems to be a suitable fit for the sport of Rugby. Land Rover feels it shares some of the key values of rugby including courage, pride, composure and capability. According to Mark Cameron, Jaguar Land Rover Global Experiential Marketing Director, ‘Land Rover has been at the heart of rugby, from grassroots to elite level, for over two decades.’
Rugby players are strong, determined and take the rough nature of rugby in the stride. Land Rovers are known for their resilience and ability to maneuver across difficult and challenging terrains. It’s not hard to see the similarities. ‘Land Rover celebrates those who embrace life’s challenges and Rugby World Cup offers world-class teams the biggest challenge within the game.’
Land Rover has long been associated with Rugby, and they are particularly interested in supporting both the elite players and also having an impact at grass root level. They have created the hashtag #WeDealInReal to recognise the roots of rugby and how far the sport and its competitors have come. ‘At Land Rover, we know rugby is built from the ground up, and that the grassroots are the core of the game.’
Land Rover have also chosen lucky fans to be real life mascots. Kids had to audition explaining how they share their passion for rugby. Winners got visits from their rugby heroes and get to be mascots for the 2015 Rugby World Cup.
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