The deal represents a further boost for a tournament that is on track to be a very special celebration of rugby and break all previous attendance, viewership and commercial records. 

World Rugby Chief Executive Brett Gosper said: "We are delighted to be welcoming Duracell as a new member of the growing Rugby World Cup commercial partner family. 

"The appointment of a yet another brand sector leader within our strong portfolio of commercial partners further underscores the enormous prestige of Rugby World Cup in global commercial marketplace." 

"With 88 days to go to what promises to be a very special and record-breaking Rugby World Cup, we look forward to collaborating with Duracell to project rugby to new audiences worldwide and inspire more men, women and children to get active and play the sport." 

Vicky Miller, Duracell Business Leader UK & Ireland said: "Duracell is proud to be part of Rugby World Cup 2015. As a globally recognised brand, we are excited to be reaching our consumers through rugby not only in the UK & Ireland but also in key markets such as Italy, South Africa, Australia and New Zealand. At Duracell we aim to deliver power and longevity, two adjectives that are synonymous with rugby, so we believe our involvement is a natural and exciting fit." 

Rugby World Cup 2015 is on track to be the best-attended, most-viewed, most-socially engaged and most competitive Rugby World Cup to date and the commercial success of the 2015 edition, coupled with New Zealand 2011 is enabling World Rugby to invest more than £330 million in the development of rugby from the playground to the podium across 120 nations in all continents. 

The Duracell announcement follows the appointment of Heineken, Land Rover, Société Générale, DHL, Emirates and MasterCard as Rugby World Cup 2015 Worldwide Partners, Coca-Cola, Canon and Toshiba as Official Sponsors, Gilbert as Official Ball Supplier, Canterbury of New Zealand as Official Sportswear Supplier, Clifford Chance as Official Law Firm, EY as Business Advisor, Dove Men+Care as official Male Grooming Supplier and ESP as Master Licensee.