The Dutch bank's online arm has replaced cider brand Magners as the lead partner of the tournament, which will be known as the RaboDirect PRO 12 for the next four seasons. Magners had sponsored the competition since 2006 in a deal reportedly worth £500,000 per year. Financial details of the new agreement have not been disclosed and it is unclear whether the agreement will open up new funding for the clubs.
Munster won the final edition of the Magners League in May, beating Irish rival Leinster in the Grand Final. The tournament is now made up of four regional teams from Wales, four from Ireland, two from Scotland and two from Italy. RaboDirect has around 75,000 customers in Ireland and also operates in Belgium, Australia and New Zealand as well as the Netherlands.
League chief John Feehan said: "Our competition has experienced a huge growth over the last few years and it was time to move it to the next level. Our new brand, the Pro12, encapsulates the structure, growth and energy of our competition. The Rabobank Group is active and engaged sponsors of a number of sporting properties worldwide and we look forward to working with them."
Although the deal represents Rabobank's first foray into European rugby union, the financial services company does already have a foothold in other sports. Its most high-profile sports sponsorship to date has seen it support a leading cycling team, Rabobank ProTeam, while it is also a commercial partner of cycling's Tour of Italy and Tour of California.
