O2 Scrum on the Beach turns Trafalgar Square into a festival of rugby
Rugby took over Trafalgar Square on 28 August with the O2 Scrum on the Beach in association with London Summer of Sport.
The urban beach rugby festival was produced by agency Sledge in the shadow of Nelson's Column and the National Portrait Gallery.
England rugby players James Haskell and Paul Sackey signed autographs and played tag rugby with other players and fans on a beach pitch in the middle of the square. Further entertainment included a punch and judy show, bucking bronco rugby ball and a Mr and Mrs quiz competition on stage.
Scrum on the Beach is part of the RFU’s Play On campaign, sponsored by O2. The initiative aims to keep school and university players connected with the game. The Scrum on the Beach programme of events was also an effective means to leverage O2's sponsorship of the campaign. O2 customers experienced VIP treatment in the Blueroom and had a chance to win a customised England rugby VW Camper van.
"We're delighted that the Greater London Authority have allowed us to take over Trafalgar Square to stage O2 Scrum on the Beach," said Andrew Scoular, the RFU Community Rugby Director.
"An oasis of rugby in the centre of London gives people the chance to play, test their skills and meet the England players and provides a fitting climax to a series of events we've run throughout the country."
This summer, the O2 Scrum on the Beach has visited Bournemouth, Tynemouth, Newquay and Birmingham. The Trafalgar Square leg of the tour was run in association with London Summer of Sport, which is funded by the London Development Agency and the Greater London Authority.
London Summer of Sport is about getting Londoners of all ages and abilities participating in sporting activities across the capital with free participation opportunities in the run up to the Olympic and Paralympic Games in 2012 and beyond.
To find out more visit: www.london.gov.uk/summerofsport
