With the sport's popularity currently on a high following the recent World Cup, the Rugby Football Union has rehired Copyright Promotions Sport to help develop the brand with commercial partnerships.
The decision comes while the existing contract still has a year to run and continues an eight-year relationship between the two companies.
During this time, CPS has delivered a successful and diverse licensing programme across a number of categories, including a boyswear licence with Marks & Spencer, which is the official tailor for the England team.
Additionally, the relationship has brought to market Hope & Glory, a rose specially bred for England Rugby, which launched in July at Hampton Court Palace International Flower Festival.
"As World Champions in 2003 and runners up in 2007, the future is bright for the England rugby brand and we at CPS will play our part in working with the RFU to realise this," said Chris Protheroe, MD of CPS.
Paul Vaughan, business operations director for RFU, added: "CPS are experts at leveraging commercial partnerships to the benefit of the brand and the consumers. They also know the England Rugby brand better than anyone else out there and we feel confident that they help to confirm the RFU as world leaders in every aspect of the game."
In addition, Twickenham - home to the RFU since 1905 - will be rebranded as a stadium in its own right from early next year and as a destination brand within the RFU portfolio.