Aviva Extends Premiership Rugby Deal
UK Insurance company Aviva has extended its partnership with Premiership Rugby and will continue as title-sponsor of England’s top domestic rugby union league for a further three years.
The contract extension, which starts in the 2014/15 season, covers a period that will include a home Rugby World Cup and see the sport re-join the Olympic movement.
The extension has also been agreed just four months before the start of a new television contract with BT Sport, worth up to £152 million.
Aviva has sponsored the Premiership since the 2010/11 season when it first struck a deal with Premiership Rugby, replacing Guinness in the role.
The new deal was announced ahead of the weekend’s Aviva Premiership Final between Leicester and Northampton.
In a high-tempered game Leicester secured their 10th English title 37-17, which also saw Northampton captain Dylan Harley sent off for abusive language. As a result of a 11-week ban from the RFU, the England hooker will also miss out on a place on the British & Irish Lions Tour to Australia.
Premiership Rugby chief executive Mark McCafferty, said: ‘We are delighted to be extending our partnership with Aviva until the end of the 2016-17 season.’
‘Aviva has been a hugely supportive partner since joining the Premiership Rugby family for the start of the 2010-11 season. It’s crucial for any professional sport to forge a strong bond with their title sponsor, and we have certainly done this with Aviva.’
‘The announcement comes ahead of tomorrow’s Aviva Premiership Final between Leicester Tigers and Northampton Saints in front of 82,000 fans at Twickenham Stadium and at the end of another hugely competitive and exciting season.’
Robin Spencer, CEO UK & Ireland GI, from Aviva: ‘The extension of our partnership with Premiership Rugby is a testament to the fact that it continues to work well for the business and deliver significant returns. It has been very successful in strengthening the relationships we have with our customers and, during an exciting period of growth and interest in the game, will be increasingly used as a key part of our brand and business development.’
Aviva has been involved with rugby union in England on-and-off the field, delivering the community game in tandem with their support of professional rugby, Mark McCafferty added: ‘The Aviva Premiership Rugby Schools Programme, an initiative which introduces more than 39,000 young people each season to the game through tag rugby, creating a vibrant and effective rugby legacy in England.’
‘The scheme targets new-to-rugby, non-traditional rugby schools. It provides five weeks of coaching and teacher training, grassroots club links, plus resources for the school to continue to play rugby in the future.’
