Mitsubishi Leveraged England Rugby Rights Via Eddie Jones' Zoom Call Coaching Masterclass

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When the UK was still largely in lockdown, England Rugby automotive sponsor Mitsubishi Motors sought to reinforce its reputation for up-skilling and supporting rugby volunteers through its ‘Volunteer Recognition Program’ by surprising five volunteer coaches with a surprise masterclass from England Head Coach Eddie Jones.

Working with sport and entertainment agency Engine, Jones tuned in to the Zoom call from Japan and discussed a wide range of topics – from leadership and player selection, to on field drills and tactics – with the volunteers.

Insights on what makes a good leader were based around three key characteristics: knowledge of the team and the sport, strong management skills of staff and players and being the most enthusiastic person in your club.

Jones asked the coaches how they and their teams were faring during the pandemic and also discussed strategies and ideas to keeping players engaged in the current crisis.


This real-time social activation, taking place on the tech platform of the moment, sees the auto brand continue its commitment to inspire coaches and rugby volunteers across the country.

Indeed, with the grassroots season finished this was a sensible time to engage, educate and inspire coaches who currently have some time to take stock, research, develop and plan for the future when players can finally return to action.

From rewarding grassroots volunteers through its Volunteer Recognition Programme, to supporting England’s Senior and Age Grade teams, Mitsubishi Motors in the UK is committed to supporting English rugby at all levels.

Other strands of its activation in the amateur space include its support of the England Rugby ‘Volunteer Of The Year’ awards.


Mitsubishi Motors UK

 Engine Sport 

England Rugby / RFU

This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing.

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