back to story
Season 4
2023-2024
77
clubs
1309
licensees
Season 3
2022-2023
74
clubs
1258
licensees
Season 2
2021-2022
74
clubs
1258
licensees
Season 1
2019-2020
74
clubs
1800
licensees

What the story doesn't tell

To you who read the footnotes. Here's the backstory, the preamble to the story, or how we helped Jaguar Land Rover and its Defender brand create "#DefenderOfTomorrow".

act for sport's missions
Content creation

Co-construct a sponsorship operation and communicate via specialized channels.

Website
Creation of a 100% personalized recruitment platform
Media coverage
Creation of media visuals
Organic communication and ads on social networks
Club relations

Recruit clubs that meet the advertiser's criteria in a defined territory and support them during their season.

Selection of qualified clubs
Recruitment of clubs that share the advertiser's values
Club selection based on specific criteria
Club management
Supporting clubs in their communications to highlight their sponsors and boost their visibility
Equipment

Design, order, produce and deliver equipment to clubs in a timely manner.

Ordering
Creation of an endowment ordering module (including branding)
Production
Total management of endowment production and delivery
Community and commitment

Promote the #DefenderOfTomorrow community on social networks.

Social networking
Monitoring of the operation's social media KPIs
UGC generation and quantification
Challenges

Organize and run a competition on social networks.

Communication
Creation of a dedicated web page, social networking visuals and marketing emails
Contest organization
UGC follow-up
(Pre)selection of winning clubs
The Defender team
Axel Le Blond
Communication and Events Manager JLR France
Michael Pierre
Communication and Events Director JLR France

For over ten years, we have been committed to all forms of rugby, whether professional or amateur. That's why we initiated the "Defender of Tomorrow" program, aimed at young rugby enthusiasts. Since 2019, our #TeamDefender U12 operation has been equipping U12 teams across France. In 2023, the operation becomes a #DefenderOfTomorrow program. We want to equip U12 teams -with responsible, recycled Gilbert outfits- that act positively for the environment and their community. We're looking forward to discovering some great projects.

Michael Pierre
Communication and Events Director JLR France

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The story
Defender of Tomorrow
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📸 Defender of Tomorrow

Defender or the passion of rugby.

Rugby fans will have noticed that Land Rover and its Defender brand have been present on the professional rugby scene for many years. This is no coincidence.
Promoting the noble values of commitment, robustness and excellence, the brand found an echo in rugby. The brand first became involved with professional teams, then quickly turned its attention to the most prestigious international competitions.
Several times partner of the Rugby World Cup, partner since 2011 of the national rugby league and official car of the TOP 14, Defender is everywhere where greatness is to be found.
But greatness isn't acquired overnight. Excellent rugby players may have been born determined, but their toughness has been acquired throughout their apprenticeship. An apprenticeship that begins in amateur clubs. A talent pool that the brand intends to embrace and support with Defender of Tomorrow.
📸 Land Rover 2019

Once upon a time... Defender of Tomorrow

When his spikes dig in and then slip in the muddy earth of this rain-soaked pitch, this player could say to himself that there's no hope, that it's too hard. In reality, all he can think about is moving forward. He runs, stumbles and falls. His clothes are covered in mud and his face distorted by the effort. Despite this, his eyes shine when the oval he threw in his fall reaches his partner's hands. They shine when it crosses the field like a warhead, dodging the obstacles that lie in its path and triumphing in this collective feat.
Robustness, commitment, crossing and transmission. Looking to the future, in a positive and collective projection, Defender combines its values with those of rugby and creates #DefenderOfTomorrow.
📸 Defender 2023

Defender of Tomorrow

In 2019, Defender Of Tomorrow was born. Carried at the time by Land Rover under the name Land Of Rugby, the operation was immediately aimed at young people.
Now led by Defender, , it is dedicated, through rugby and its values, to a deep commitment to the development of new generations and the preservation of their future.
193
clubs supported
5676
licensees equipped
4
seasons
🎥 Land Of Rugby - Season 1

Excellence for our young people.

Since 2019, Defender has been working to help associations provide the best conditions for the development of their rugby schools. That's why it outfits young players with premium-quality, responsible Gilbert equipment.
Free shirts, shorts and socks for all U12s. This envelope of several thousand euros frees up a substantial budget for the club, enabling it to concentrate on what matters. It's an opportunity to develop training courses for instructors and players, as well as eco-responsible and social initiatives.
An endowment for a club is :
17
outfits offered
1700€
savings
🎥 Land Of Rugby - Season 1

Rugby in the skin

Defender and rugby go back a long way.
Notably a partner of major events such as the Rugby World Cup and the TOP 14, JLR France and its Defender brand are now firmly rooted in the French and international rugby scene.
Thanks to this close relationship with the world of professional rugby, the brand is able to provide young #DefenderOfTomorrow players with exceptional experiences - an opportunity for them to meet icons of the sport and touch their dreams.
🎥 Teaser, Defender challenges

To take the Brennus Shield to the TOP 14 final

Every season, youngsters and their coaches take part in #DefenderOfTomorrow challenges to share their passion for rugby. Solidarity, teamwork, club spirit... each challenge asks clubs to post their best photos or videos on social networks, with just one promise at the end of the challenge: the chance to bring the Brennus Shield to the stadium for the TOP 14 Final!
A real craze on social networks:
+50K
commitments
+350
posts
🎥 Defender club participations

The Brennus Shield

Each season, during the Defender Challenges, the club that has demonstrated the best engagement on social networks offers its U12s and volunteers the prestigious opportunity to carry the Brennus Shield to the stadium for the TOP 14 Final and watch the match.
An experience they won't soon forget!
🎥 RC Laon - TOP 14 Final

Together towards a better future

Supporting amateur clubs means developing environments that are crucial to the development of new generations. Sport, a driving force for emotion, discipline and self-transcendence, is a magnificent field of development for our young people, and one that must be preserved at all costs. 
But sports sponsorship is also an opportunity to support strong commitments. That's why the brand takes particular care to select #DefenderOfTomorrow clubs that work for the good of their community and environment through concrete actions.
📸 Defender Of Tomorrow
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Behind the scenes

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