Ahead of the Women’s Rugby World Cup 2025, the official partner of the tournament, O2 has launched a new content series starring Chabuddy G.

In the tongue-in-cheek campaign, self-proclaimed Mayor of Hounslow, entrepreneur and entertainment mogul, Chabuddy G, is appointed as the official PR Manager of the Red Roses. 

The Red Roses are the world’s number one-ranked women’s England team. O2’s humorous new content series shows the team as they prepare to compete in the Women’s Rugby World Cup.

With signature Chabuddy G humour and swagger, the content series sees G share his own rugby expertise and insights with the team. While his knowledge comes from playing hooker during his school days, he is overtly confident that he is the best person for the job. 

The fun-filled series follows Chabuddy G's unique and his somewhat misguided attempts to promote the Red Roses. Offering up cringeworthy nicknames, questionable interview tactics and cringeworthy celebration ideas, the hilarious series soon reveals that the real stars are the athletes and there is no need for cheesy gimmicks. The self-professed PR Guru, AKA Cha-rugby G, realises that despite his creative ideas for how to ‘go viral’, he is pretty out of his depth.

"The Red Roses boast decades of international experience and record-breaking winning streaks. O2’s signing of Chabuddy G is a tongue-in-cheek reminder that these players don’t need a PR manager to make them shine - they already do that on the pitch,” says Gareth Griffiths, Director, Partnerships and Sponsorship at Virgin Media O2.

Alongside Chabuddy G, the video series stars some of England’s biggest and best names, including Emily Scarratt (World Cup winner with over 100 caps for England), Meg Jones (Dual-code international and Olympic sevens playmaker), Jess Breach (One of the Red Roses’ most prolific finishers with over 30 international tries) and Tatyana Heard (A Six Nations grand slam winner, dominating midfield with power and precision).

The content series is part of O2’s wider push for greater recognition for women’s rugby as the brand strives to elevate the team to household name status. 

While research shows that two out of three (67%) rugby union fans predict women's rugby union will surge in popularity in the UK as a result of this year’s Women’s Rugby World Cup, there remains a gender awareness gap of 15% in rugby, which O2 remains committed to helping to close.

“We have supported the England rugby teams for thirty years here at O2, and our latest work with Chabuddy G is all about introducing the Red Roses to a wider-than-ever audience in a fun and memorable way, during one of the biggest years in living memory for women’s rugby,” says Griffiths.

The content series will be distributed across O2's social media channels Meta, TikTok, and YouTube, with behind-the-scenes footage also available. The Women’s Rugby World Cup kicks off on 22nd August with the Red Roses set to face Team USA in the first round at Sunderland’s Stadium of Light. 

Using humour to underline the skills and expertise of the Red Roses, the campaign capitalises on culture and comedy to successfully build excitement around the upcoming tournament. 

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