Holiday Inn has signed a £1m ($1.56m/EUR1.58m) sponsorship deal with England's Rugby Football Union (RFU).
The three-year partnership will include high profile Holiday Inn advertising around the Twickenham ground at key international matches.
Nick Barton, marketing director, Holiday Inn UK & Ireland, said: "This new partnership will result in a strong investment into the union, as well as a variety of collaborative activities between both parties. The sponsorship covers international rugby games, which offers the perfect synergy for Holiday Inn as the world’s most recognised hotel brand.”
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