English rugby gets romantic	13th February 2009

Looking for a way to engage women in a man’s game? The Rugby Football Union in England (RFU) has employed some new game tactics, forming an unlikely partnership with publisher Mills & Boon.

The RFU plans to align rugby with romance with a set of rugby-themed novels, in the hope they will inspire women to flock to the rugby.

Subtly and self-assured, the RFU is taking a brave step in its quest to widen its female audience. And for any avid Mills & Boon fans out there, The Prince’s Waitress Wife has just been released in time for the Six Nations.

Thanks to: Mills & Boon, Rugby Football Union, Brand Republic

Posted in: Branded content, Marketing to females —
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