For The Love Of Rugby rebrands studio for Six Nations

For The Love Of Rugby (FTLOR) has announced that Tesco Whoosh, Tesco’s rapid grocery delivery service, will become its coverage partner for the duration of the Six Nations to reach the UK’s most engaged rugby audiences.

The announcement, developed in collaboration with WPP Media’s EssenceMediacom, is the first of its kind, and will see the FTLOR studio renamed for the tournament as theTesco Whoosh Studios. 

FTLOR, one of the UK’s most popular rugby podcasts produced by Crowd Network (Crowd), will feature Tesco Whoosh branding at different touchpoints throughout theshow, offering a fresh approach to brand integration in sports podcasting and digital content. Tesco Whoosh YouTube episode graphics and host-read advertising within the show will form part of the partnership and it will also feature branded segments withhosts Ben Youngs and Dan Cole discussing upcoming fixtures. Ben and Dan will also use Whoosh during the Six Nations weekends, sharing their experiences with fans in Monday episodes. 

Since its launch in February 2024, FTLOR has skyrocketed, topping charts and attracting huge audience numbers. During last year’s tournament, its rugby content delivered 2.4 million longform listens and views, alongside 51.4 million short-form views, highlighting the scale and engagement available to brands through premium sports shows.

Typically associated with stadiums and venues, applying a naming rights model to a podcast studio will enable FTLOR to access new commercial opportunities in the rapidly growing content sector. The move reflects growing demand from brands to push beyond traditional sponsorship models and align more closely with high-performing content environments. 

Steve Jones, Content Director at Crowd Network, said: “The Six Nations is one of the biggest moments in the rugby calendar and For The Love Of Rugby has become a go-to destination for fans who want informed, honest and entertaining analysis of the tournament. Working with Tesco Whoosh allows us to build on that momentum, integrating the brand innovatively and creatively into the show and giving fans something genuinely useful alongside the content they already love.”

Francesca Jones, Head of Online at Tesco Whoosh had this to say: “From fantastic rugby coverage to those all-important snacks, we’re excited to be partnering with the For the Love of Rugby team to deliver everything fans need for the rugby action. Speedily delivered, customers can get everything they need to satisfy their cravings without missing a second of the Six Nations.”  

Alex Brown, Head of Sport & Entertainment at EssenceMediacom part of WPP Media, said: “We are proud to have helped craft this innovative activity with Tesco Whoosh and For The Love Of Rugby. This shows how brands can go beyond traditional sponsorships, offering a flexible and high-impact way for Tesco Whoosh to feature in premium sports content. This approach engages rugby fans during major sporting moments like the Six Nations, delivering relevance and impact.”