The competition will be known as the LV= Cup in an initial two-year deal, with a two-year option to extend.
“We are delighted to be extending our sponsorship interests in rugby with The LV= Cup. As an expanding business we see The LV= Cup providing a good fit with our target audience and we’re pleased to put our support behind this popular competition,” said David Radford, Group Marketing Director of LV=.
Francis Baron, RFU Chief Executive, added: “The Anglo-Welsh Cup is rich with heritage and history stretching back over many years, much like LV=. This year’s tournament promises to be as exciting and hard fought as ever with the ultimate prize of a place in the Heineken Cup on offer for any English club that wins.”
LV= has 3.6 million customers and employs over 3,800 people. It has been expanding its business and sponsorship portfolio, with existing investments in rugby union and the LV= County Championship in cricket.
