Aviva Extends Title Sponsorship of Premiership Rugby

Premiership Rugby has announced an extension of the title sponsorship agreement with UK insurance firm Aviva.

The contract extension starts in the 2014-15 season and will last for a further three years.

That time period will see rugby union re-join the Olympic movement and the Rugby World Cup hit English shores.

Premiership Rugby CEO Mark McCafferty said the deal, along with the £152m ($230m) television contract with BT Sport, shows that Premiership Rugby is a strong acquisition for partners.

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 was made ahead of the Aviva Premiership final between Leicester Tigers and Northampton Saints at Twickenham, Saturday May 25.

Sponsorship expert and Director at brandRapport, Nigel Currie, was not surprised by the extension considering the emphasis insurance firms such as Aviva and LV put on rugby sponsorship.

Speaking to iSportconnect, Currie said: “The big thing is that all the insurance companies are fighting over each other to get into rugby union. It is one of the most competitive and attractive sector for insurance companies.”

World Cup brings added focus

With the Rugby World Cup coming to England in 2015, Currie also believed that this would be a huge bonus for Aviva.

“What a World Cup does is add an extra layer of focus on rugby. The season running up to the World Cup will have extra meaning and attention. This is definitely an added bonus for Aviva.”

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.”

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