BT

How do you showcase a decade of support for Welsh rugby?

To celebrate and champion BT’s decade-long sponsorship of Welsh rugby teams—Scarlets, Ospreys, Blues, and Dragons—we aimed to highlight how BT has steadfastly supported Welsh rugby through both its successes and challenges.

We interviewed current players in the league about their team’s history, the history of Welsh rugby, and their careers, complemented by archive footage of those iconic moments. These stories showcased the transitions players have made after their rugby careers, and highlighting BT’s enduring support.

We produced both short and long form edits for each club to share on their social channels and a hero edit for BT Business to use in press releases and the wider PR campaign.

The campaign became a beacon for BT's unwavering support for Welsh rugby, reinforcing their brand loyalty and connection to the sport. The content resonated with fans, national and local media outlets and highlighted the deep bond between BT and Welsh rugby teams, both in times of victory and challenge.