Client Spotlight: Sport in the British Army 

50,000 enthusiastic supporters of military sport congregated at the home of England rugby for the annual Army v Navy matches on May 13, 2023. The event was the culmination of a fierce interservice campaign across the men’s, women’s and masters rugby and was a superb showcase of the talent in armed forces sport. With Army Rugby emerging victorious across the women’s and masters fixtures, the weekend was rounded out with a resounding 67-5 victory for the women, preceded by a narrow loss by the men and the masters winning 38-16 the night before. 

Besides being one of the most anticipated weekends of the year, the event itself serves a greater purpose. While showcasing the talent of the players to the masses, sport also hones the competitive edge of servicemen and women, producing individuals who are fully prepared to withstand the physical and mental demands of the battlefield. 

Army Sport is the governing body of sport in the Army and play a key role in the day-to-day management of over 44 sports. There is something for everyone - from the blue-ribboned sports of cricket, football and rugby to the fast-growing sports such as cycling and squash. Army Sport enable athletes to represent the Army, with the minimum aim of becoming interservice champions and for the really talented, to reach Olympic glory.  

The numbers speak for themselves. Over 72,000 servicemen and women participate in Army Sport, producing almost 200 world champions, national champions, and Olympians across the board. Most recently former Gunner Karriss Artingstall claimed a bronze medal in boxing at the 2020 Tokyo Olympics. 

However, Olympic aspiration isn’t a necessity to participate in Army sports. In fact, you don’t even need previous experience to take part. You may never have skied, join a corps ski trip and within a matter of months you could be selected for the Army team.

Since Mongoose started working as Army Sport’s exclusive sponsorship agent in 2019, we have seen countless stories of sporting achievement, all made possible by the Army Sport and the vital financial contributions from sponsors. And with the resumption of sport at the end of the pandemic, we have seen a significant increase, over 40% year on year, in sponsorship from companies looking to partner with Army Sport

Why should companies sponsor?

Companies that are looking to partner with Army Sport are choosing to raise their profile, increase their social value, and watch first-class competitive sport at iconic venues including Twickenham, Lord’s and Wimbledon. But it’s so much more than that - companies that are looking to partner with Army Sport are choosing to build long-lasting relationships with the chosen sport, its athletes, and the people that run them. 

If you are interested in hearing more, please get in touch to discuss further.