The partnership, which begins immediately and will be officially launched close to the start of the 2010-11 season, also includes significant investment in strengthening the presence of Premiership clubs in their communities through a new Aviva grassroots programme.
“A title sponsorship deal with Aviva, which is such a strong international consumer brand, is another significant milestone in the growth of Premiership Rugby and provides us with a long term partnership commitment to our sport and to our work in the community,” said Premiership Rugby chief executive Mark McCafferty.
“We’ve invested a lot of time and effort looking for and researching the right sponsorship opportunity and we know that rugby, the fastest-growing participation sport in England, fits absolutely with Aviva,” added Mark Hodges, Aviva UK chief executive.
“It appeals to many of our customers, intermediary partners and to the other businesses we work with in the UK, so this sponsorship will give us exciting opportunities to connect with them and deliver significant business benefit.”
The deal was negotiated by communications agency Hill & Knowlton, which will be responsible for developing and implementing an activation strategy for Aviva’s rugby sponsorship.
