2003 was a magnificent year for the England rugby team. A Grand Slam in the 6 Nations Championship was the prelude to a fantastic World Cup tournament which culminated in a famous victory over the hosts Australia in the final.

CSS Stellar ensured that the team’s results on the rugby pitch were matched by commercial success off it. Through our Team England programme, we created a number of commercial opportunities which allowed the players to fully benefit from their on-pitch performances.

With the full backing and co-operation of the squad, CSS Stellar negotiated deals for 2 books, which offered unprecedented access to the England players and an insider’s view of this unique season as it unfolded, game by game. 

Both books were bestsellers, with the World Cup book proving almost as great a feat of logistics and planning as the rugby victory itself. England won the Webb Ellis Cup on Saturday 22nd November and the official Team England account of the World Cup was in the shops 5 days later. The book stayed at the top of the bestseller chart throughout the Christmas period and all 31 players in the squad received an equal share of the proceeds. On top of this, CSS Stellar also brokered and activated the Team England sponsorship deal with Seven Seas. The deal was signed following the sensational summer victories over New Zealand and Australia in their own “backyard” and quickly became one of the most successful rugby endorsements in recent years.

To round off a fantastic year for our client, CSS Stellar also helped negotiate and manage the official television tribute to the World Cup winners: We are the Champions – screened on ITV1 at primetime on 20th December.