HomeNewsSponsorship & MarketingRugby UnionUnited Kingdom

RFU sign Allianz as Premier 15s title sponsor to boost women’s game

(Photo by Luke Walker/Getty Images)

The Rugby Football Union (RFU) has signed up global financial services company Allianz Insurance to its women’s rugby sponsorship portfolio with the deal including title sponsorship of the organisation’s top-flight women’s domestic league, the Premier 15s.

The brand assumes the naming rights ahead of the 2020-21 season of the league which will now be known as the Allianz Premier 15s, having previously been called the Tyrells Premier 15s.

It will also become title sponsor of the Inner Warrior grassroots programme, which aims to encourage women and girls into sport.

Allianz’s association with the RFU will also extend across England’s men’s and women’s national teams.

The 2020-21 Allianz Premier 15s season will begin on October 10 and run until the final on May 8, 2021.

Allianz moved to end its £2m (€2.2m/$2.6m)-per-season sponsorship of Premiership side Saracens at the end of the 2019-20 season with the club automatically relegated due to financial breaches.

It does retain a significant sponsorship presence across sport, however, including the naming rights to the stadiums of football powerhouses Bayern Munich and Juventus.

The RFU recently warned of “severe consequences for the sport” if venues remain closed to fans throughout the winter as it directly appealed to the government for financial assistance.

The organisation’s chief executive, Bill Sweeney, said: “With no fans this autumn we will see a £122m reduction in revenue resulting in a loss of £46m and with no fans for the Six Nations we will see a £138m reduction in revenue with a loss of £60m thereby preventing investment in areas such as the women’s elite game and community rugby.”

Alongside the Allianz deal, it has been able to sign a number of recent sponsorship contracts, including renewals with Britvic and Adidas. Its kit supply agreement with Umbro, worth more than £5m per season, launched at the beginning of September.

Read this: RFU looks to urban markets with Umbro after Canterbury departure