England will be forced to make a noticeable change to their famous white jersey when they compete at the 2027 Rugby World Cup in Australia.
The Red Rose usually take to the field with the O2 logo displayed prominently across the front of their shirt, including on England’s new 2026 jersey, but that familiar branding will disappear when the World Cup gets underway.
It isn’t because England are ending their relationship with the telecommunications company.
Instead, Rugby World Cup commercial regulations mean teams cannot simply carry their usual commercial sponsors on their playing jerseys during the tournament.
It means England’s World Cup strip will have a much cleaner appearance than the jersey supporters see during the Six Nations and other Test matches.
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Why will England’s jersey change?
World Rugby has detailed regulations governing advertising on international playing kit, covering the number, position and size of commercial marks.
However, World Cups are different.
England star Henry Pollock in action wearing the traditional white jersey featuring the O2 sponsor logo, which will be absent during the 2027 Rugby World Cup.
World Rugby’s own guidance explains that tournament Terms of Participation include specific commercial rules and regulations governing what kit teams are permitted to wear.
The difference was obvious at the 2023 Rugby World Cup in France.
England competed without the large O2 logo normally seen across their chest, while several of their biggest rivals also had to remove familiar sponsors.
New Zealand, for example, played without Altrad appearing across the front of their famous black jersey.
France were also unable to display Altrad on their shirts despite the company being a major sponsor of the national side.
Sponsors disappear at the World Cup
Planet Rugby explained ahead of the 2023 tournament that sponsors could not feature on the front of the participating teams’ shirts.
Instead, jerseys featured the country’s crest alongside the Rugby World Cup branding and manufacturer’s mark.
It creates some unusual sights for supporters who spend the four years between World Cups becoming accustomed to heavily recognisable sponsorship arrangements.
The All Blacks were another particularly noticeable example in 2023.
Their normal Test jersey carried Altrad branding across the chest and INEOS elsewhere on the kit, but those commercial marks disappeared for the World Cup.
POLL: Do you prefer England’s jersey without a sponsor?
With the O2 logo set to disappear from England’s jersey at the Rugby World Cup, which version do you think looks better?
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England will be forced to make major jersey change at 2027 Rugby World Cup
Here is England’s projected route to the 2027 Rugby World Cup final, including the potential opponents standing in their way.
Pool Stage
England have been drawn with Wales, Tonga and Zimbabwe in Pool F at the 2027 Rugby World Cup. Although Wales are likely to strengthen by then, Steve Borthwick’s team will still be firm favourites to top the pool and advance to the round of 16 without major difficulty.
Round of 16
If England top their group, they will meet the Pool B runners-up in the round of 16. Pool B features South Africa, Italy, Georgia and Romania. The Springboks are expected to win the pool, meaning England would avoid the reigning back-to-back world champions, and the remaining teams are unlikely to pose a major threat.
Italy are the most probable candidates for second place. Although they are an improving side and far from a guaranteed victory, England should still be confident of beating them.