As keen Rugby followers here at Truck and Bus News we have never quite understood why no truck maker has ever really embraced Rugby (or as many describe it, the “Game they Play in Heaven”) as a sponsor, particularly given the key elements of the sport, such as determination, toughness, reliability, speed and efficiency, all essential parts of successfully operating trucks. But finally a major truck maker has jumped on board with the upcoming Men’s and Women’s Rugby World Cups as a major sponsor.
Japanese based global truck maker Isuzu has revealed that it has scored a big win with the announcement that it will be a major sponsorship of World Rugby as the official automotive partner for next year’s Men’s Rugby World Cup and also the 2029 Women’s Rugby World Cup.
Both World Cups will be held here in Australia, and it will be the first time any country has consecutively hosted both the Men’s and Women’s Rugby World Cups.
Under the agreement, Isuzu will support both the 2027 and 2029 events with the company stating that the move is part of its move to expand beyond its traditional focus on products to encompass solutions, as it pursues what it describes as its transformation into a “commercial mobility solutions company” supporting the movement of goods and people around the world.
Isuzu Motors president and CEO, Naohiro Yamaguchi said that next year (2027) when the Rugby World Cup is staged in Australia will also mark the vehicle maker’s 90th anniversary.
“We would like to express our sincere gratitude to our customers and everyone around the world who has supported Isuzu over the years,” said Yamaguchi.
“As we mark this milestone as a new starting point, we will continue to pursue further growth and transformation, and we are deeply honoured to become a partner of Rugby World Cup, an event that inspires people around the world,” he added.
“We are looking forward to having the opportunity to showcase our journey toward becoming a commercial mobility solutions company on the global stage and embracing Rugby’s spirit of taking on challenges as one team. We will work closely with World Rugby to contribute to the success of Men’s Rugby World Cup in 2027 and Women’s Rugby World Cup in 2029,” he said.
Isuzu says that its plans are part of its mid-term business plan, titled, “Isuzu Transformation – Growth to 2030”
Under this philosophy the company says it is currently expanding beyond its traditional focus on products to encompass solutions.
The Isuzu CEO said that Rugby’s core values of “Integrity, Passion, Solidarity, Discipline, Respect” as set out in World Rugby’s Playing Charter, are highly aligned with Isuzu’s Purpose of “Moving the World – for You” and its commitment to mutual growth through taking on challenges together.
Isuzu says that it will work to build on this alignment of values to further strengthen its brand communications across global markets through its partnership with both the Men’s and the Women’s RWCs.
“The Men’s RWC generates significant excitement among fans around the world, and the Women’s RWC, has seen remarkable growth and increasing global attention in recent years,” Yamaguchi said.
Isuzu said that the 2029 Women’s RWC will enable it to partner with World Rugby to explore ways in which it can support tournament operations through mobility solutions, utilising its trucks, pickups and other vehicles to help ensure the safe and smooth transportation of participating teams and the tournament workforce.
The company says it plans to leverage a variety of opportunities for engagement throughout the tournaments to conduct global brand communications aimed at rugby fans as well as a broader audience worldwide, communicating Isuzu’s values, which resonate with rugby’s core values, as well as its ongoing transformation into a commercial mobility solutions company.
World Rugby’s chief revenue officer, Michel Poussau, said the sport is delighted to welcome Isuzu to the World Rugby family as official automotive partner of both the Men’s Rugby World Cup 2027 and the Women’s Rugby World Cup 2029.
“As rugby enters an exciting new era of growth and global reach, partnerships with world-class organisations such as Isuzu are helping us unlock new opportunities for the sport and our fans,” Poussau said.
“Momentum is building rapidly for Men’s Rugby World Cup 2027 with less than a year to go until kick-off in Australia, while Women’s Rugby World Cup 2029 will continue the sport’s remarkable growth trajectory,” he said.
“We look forward to working closely with Isuzu to support tournament operations and deliver two outstanding Rugby World Cups that inspire and connect fans around the world.”
