Rabodirect Blows Final Whistle On Pro12 Deal

This season’s PRO12 will be RaboDirect’s last as title sponsor after the savings bank announced it will not be renewing its three-year partnership beyond May 2014.

The banking group took over title sponsorship of the league ahead of the 2011/12 season from Magners. 

The Celtic League will now need to begin its search of a new sponsor, however their television deal with Sky Sports will likely aid their pursuit, with 33 games set to be shown on the channel from next season.

Tim Bicknell, general manager at RaboDirect, said of the decision: ‘The partnership with the PRO12 has helped us achieve key business objectives and has been extremely beneficial, especially in terms of developing and communicating our brand values, connecting with rugby fans and giving us a platform to reward our customers.’

‘Our commitment to the PRO12 will be the same this season, and we will continue to push the boundaries, innovate and bring our energy and expertise to the competition through a strong programme of activity.’

‘We are developing our business strategy for the next five years and the excellent results of this partnership has helped inform and influence our strategy for potential future partnerships.’

Chief executive of Celtic Rugby, John Feehan, added: ‘Celtic Rugby would like to thank RaboDirect for its investment and support of the competition from the introduction in 2011 until the end of the upcoming season. The competition has grown hugely over the last few years and this season is set to be even better. The launch will kick start what we all expect will be another fascinating campaign.’

According to the company, RaboDirect will continue to reward fans for creating and sharing great content, while Irish rugby legend, Keith Wood, will remain in his role as RaboDirect’s ‘Voice of Rugby’ after extending his relationship until the end of the season.