The deal will run from September 2012 through to the end of July 2016 and marks an expansion of an existing partnership between QBE and the RFU. QBE is already the official insurance partner of England Rugby, and England and Harlequins star Nick Easter has served as a brand ambassador since September 2010.
Since 2009 Australia-based QBE has also had a back-of-shirt sponsorship deal with Premiership Rugby, the body that oversees the top flight of rugby union in England. “We are very pleased to become the title sponsor of such a prestigious tournament in the sporting calendar,” said Steven Burns, chief executive officer of QBE European Operations.
“The partnership not only deepens our existing relationship with rugby, but also allows the QBE brand and business to grow in the longer term,” he added. “We look forward to developing the series together with the RFU in the coming months.” On QBE’s website, the company added: “QBE is making a considerable investment into rugby but we will not be disclosing (financial) details of any sponsorship agreement.”
The RFU has suffered a turbulent week with Investec announcing it would not renew its 12-year sponsorship of the autumn internationals just a day before John Steele was ousted as the organisation’s CEO. Investec insisted the decision to withdraw its backing had nothing to do with reported political in-fighting at the governing body.
Investec’s final match as a sponsor of the England team will take place on August 6, when Wales visits Twickenham Stadium in London. The Investec international match between England and Wales will be the 35th England fixture that the specialist bank and asset manager has sponsored.
