Lv= To Title Sponsor Anglo-welsh Cup
Insurance, investments and pensions group LV= is the new title sponsor of the LV= Cup, rugby’s Anglo-Welsh tournament managed by the Rugby Football Union and Welsh Rugby Union.
The initial two-year deal, with an option for a further two, will see the LV= Cup build on the group’s existing investments in Rugby Union and complements its title rights to the LV= County Championship in cricket.
The Cup is a 16-team competition involving the 12 English Guinness Premiership clubs and four top Welsh clubs. It commences this coming month, with the final played in March 2010. The eventual winner, if an English club, will gain a place in the Heineken Cup for next season.
The tournament already has a broadcaster with Sky Sports, which will promote the LV= Cup and show one live match per round and the semi-finals and final for the next five years.
It also has a committed supporter base with an average of 8,500 watching each pool game in the last three years and 55,000 attending last April’s final at Twickenham Stadium.
