Aviva take over from Guinness as Premiership rugby sponsors

Premiership Rugby has announced a new long-term sponsorship deal with leading UK insurance company Aviva.

The four-year £20 million deal spells the end to the partnership with Diageo Great Britain under the Guinness brand.

“A title sponsorship deal with Aviva, which is such a strong international consumer brand, is another significant milestone in the growth of Premiership Rugby,” said Mark McCafferty, the Chief Executive of Premiership Rugby.

Mark Hodges, Chief Executive of Aviva UK added: “This is a fantastic sponsorship which is going to give us great opportunities to reach many of the people and businesses we work with across the UK.

“We’ve invested a lot of time and effort looking for and researching the right sponsorship opportunity and we know that rugby fits absolutely with Aviva.

“It appeals to many of our customers 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.”

Jon Varney, the Commercial Director of Premiership Rugby, recognises the commercial benefits of the new partnership.

“Our Partnership with Aviva marks the beginning of a very exciting chapter in the growth and continuing professional development of the club game in England, as we commence new broadcast contracts for the first season of Aviva Premiership Rugby with ESPN, Sky and ITV,” said Varney.

“Premiership Rugby’s values reflect those of Aviva and we share its visions to further strengthen the professional game, while supporting the role of local communities in the growth and long term success of the sport”.

The deal will commence with the 2010-11 Aviva Premiership season beginning on 4 September.