Premiership Rugby today announced an extension of their partnership with the UK’s largest insurance company, Aviva, for a further three years. The contract extension, which starts in the 2014-15 season, will cover a golden era for club rugby in England and will include a period when the country will host a Rugby World Cup and when rugby union will finally rejoin the Olympic movement.
Two months before the start of a new television contract with BT Sport, worth up to £152 million, it shows that Premiership Rugby is enjoying strong growth and increasing popularity.
“We are delighted to be extending our partnership with Aviva until the end of the 2016-17 season,” said Premiership Rugby Chief Executive Mark McCafferty.
“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 in the week of the 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 have 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 is 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.”