Any new sole naming rights would come into effect at the start of the 2011 season when the competition expands to 15 teams. It is the first time that SANZAR has sought a global title sponsor for the competition.
Essentially's clients include the Heineken Cup, the 2009 British & Irish Lions and all of the Test Match cricket grounds in the UK.
“For SANZAR to collectively market one of our key assets centrally and to appoint a sole agency is a first for the organisation,” said Andy Marinos, SANZAR CEO and South Africa Rugby's acting managing director.
“The new developments in Super rugby, including a new format and the inclusion of a 15th team clearly illustrate that there has never been a more exciting time for potential sponsors to partner with southern hemisphere rugby.”
SANZAR hopes to conclude rights negotiations by the end of the year.
