With more than 50 years of experience, Desira Group has established itself as one of East Anglia’s leading automotive groups, with a strong presence across Norfolk and Suffolk. From its network of locations, Desira represents a growing portfolio of leading automotive brands, including OMODA and JAECOO, alongside providing a comprehensive range of vehicle sales, servicing and aftersales support.

At the heart of Desira’s success is its commitment to its customers and the communities it serves. Its longstanding presence in the region has seen the Group become much more than a motor retailer, with a strong focus on building relationships and supporting local organisations, initiatives and sporting communities.

OMODA JAECOO are rapidly establishing themselves as significant new forces in the global automotive market, combining distinctive design, advanced technology and a strong focus on innovation. Alongside their growth in the automotive sector, the brands are developing an increasingly high-profile presence in international sport - with rugby playing a particularly important role.

In 2024, OMODA JAECOO became the first-ever Official Automotive Partner of European Professional Club Rugby (EPCR), supporting the Investec Champions Cup and EPCR Challenge Cup and connecting the brands with some of the biggest club rugby audiences across Europe.

That commitment to rugby has continued to grow. From the 2026/27 season, JAECOO will become the title partner of Premiership Women’s Rugby, with the competition becoming JAECOO PWR - a partnership reflecting the brand’s ambition to support the growth, visibility and future of the women’s game.

Together, these partnerships demonstrate OMODA JAECOO’s growing commitment to rugby at an international and national level, making their support for the local game through Desira Group a natural extension of that wider sporting presence.

As an extension of this commitment to our game, we are so grateful to Desira Group who have provided a Jaecoo 7 to Ben Cooper, our Rugby Development Officer, to aid the work of our region leading community programme.

This pledge is timely as our community programme continues to grow. Our commitment to making sport #AccessibleForAll continuing to have a positive impact across the local community. Through the Holiday Activities and Food (HAF) programme, delivered in partnership with West Suffolk Council, the club has provided more than 1,000 free places, giving children access to healthy meals alongside opportunities to enjoy sport and physical activity during the school holidays. The club also works with more than 2,000 children across the region each year, helping them to develop rugby skills, teamwork, confidence and respect, while promoting the core values that make the sport such an important part of the community. Alongside its work with young people, the club’s Walking Rugby sessions, held every Wednesday morning from 9:30am –11:30am, continue to grow into a thriving social and sporting community for men and women aged 30 and over, encouraging fitness, friendship and inclusion through rugby.

With the kind provision of the JAECOO 7, we will be able to continue to strengthen and expand our community work, reaching more people and delivering more opportunities than ever before. This support represents a significant step forward as we continue to grow our impact both within Bury St Edmunds and across the wider region.

It also provides an exciting opportunity to raise the profile of the club and strengthen our brand beyond the local community. As our on-field success continues to drive the club forward, the JAECOO 7 will help us showcase that progress and build greater awareness of Bury St Edmunds Rugby Club across the country.

Commercial Director Will Affleck said, “I am incredibly grateful to Desira OMODA JAECOO for their generous support of Bury St Edmunds Rugby Club through the provision of the Jaecoo 7 for our Community Team.

The work that our Community Team does is at the heart of what makes our club so special, and support such as this enables us to strengthen and expand that work even further. It will make a genuine difference to the people and communities we are so proud to serve.

I have long admired the work Desira Group do across the region. They are a prominent, highly respected brand, and to have the opportunity to work alongside them is something I am extremely proud of.

The fact that Desira Group have chosen to join us on our journey is a real testament to what we are building here at Bury St Edmunds Rugby Club. To be welcomed into their partner portfolio, alongside organisations such as Norwich City FC, is a huge honour and something we are incredibly proud of.

Moreover, OMODA JAECOO continue to make a huge difference through their support of our game. It would be easy for them to just concentrate on the high level end of their sponsorship, through the European Cups and the PWR. I was particularly pleased to see the OMODA JAECOO support of current Leicester Tigers and ex Bury St Edmunds player, Grace Deane.

However, it is clear they understand the rugby landscape and their extension of support to the community game highlights that.

On behalf of the club, I sincerely thank Desira Group and OMODA JAECOO for their support.”

We look forward to working with Desira Group and OMODA JAECOO as our Official Vehicle Partner for the forseeable future and to building our brands together across rhe region.

For more details, visit the Desira OMODA JAECOO showroom at Desira OMODA JAECOO Bury St Edmunds, Bedingfield Way, Bury St Edmunds IP32 7BT

Website: www.desiragroup.com
Telephone: 01284 333393

Imagery: Beanstalk Media