Bt Expands Rugby Sponsorship Into Wales

British broadcaster BT Sport has expanded its rugby sponsorship portfolio for next season with the confirmation of a new ‘multi-million pound’ deal with Regional Rugby Wales, which includes stadium naming rights and a trio of shirt sponsorships.

The three-year agreement will see BT Sport take the naming rights to Arms Park, the home of the Cardiff Blues, and become the front-of-shirt sponsor of the other three regions; the Osprey, Scarlets and Newport Gwent Dragons.

The stadium will be renamed the BT Sport Cardiff Arms Park, and the contract is believed to have an option for a two-year extension. The broadcaster’s brand will also feature prominently at the three other grounds.

BT Sport also has a similar agreement in place with Scotland’s professional rugby teams – Glasgow and Edinburgh – to sponsor their jerseys, while it was reported earlier this week that the broadcaster is close to purchasing the naming rights to Murrayfield for around £20 million.

The RaboDirect Pro12 is broadcast by Sky Sports, which essentially means BT Sport will be name-checked and its logo aired on Sky during the competition next season. 

Ann Beynon, director Wales, BT said: ‘We are delighted to have reached an agreement with the four regions and there are exciting times ahead as we embark on our new relationship with Welsh Rugby. Rugby is at the heart of BT Sport – we’re excited to support regional rugby and its distinct and dynamic culture, with all it stands for in terms of strength, determination, daring, passion and skill.’

‘BT will build on this exciting new partnership with the Welsh Regions to expand its support for communities across Wales, with the roll-out of our high speed fibre broadband set to make a real difference – particularly in rural areas. We’ll see sport and technology working hand-in-hand.’