Aviva becomes new sponsor of world leading domestic rugby union competition

Article date: 7 July 2010

Aviva is today delighted to announce that it is to become the new title sponsor of English rugby union’s top flight league.

Under the four-year £20 million deal with the UK’s largest insurer, the world leading Rugby Union competition will become Aviva Premiership Rugby from September 2010.

Announcing the partnership with Premiership Rugby, Aviva’s UK chief executive Mark Hodges said: “Rugby is the fastest-growing participation sport in England with more than 100,000 active adult players – and another 150,000 under the age of 19.

“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, 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.

“This is a fantastic chance for us to work with Premiership Rugby on a partnership with a sport that has values which closely mirror our own.”

The sponsorship deal runs from September 2010 until May 2014 and will include more than 135 games each season, watched by 1.7 million people at the grounds and many more on Sky, ITV and ESPN.

It also allows Aviva to extend its Grassroots programme designed to encourage young people to get involved in sport. The 12 rugby clubs in Aviva Premiership Rugby will commit 15,000 man hours to work with 36,000 pupils at 600 primary schools in England, as well as providing them with equipment and teacher training. 

And it complements Aviva’s existing sporting sponsorship with UK Athletics (UKA), giving the brand year-round visibility in the sporting arena with a major events through the summer and winter seasons.

The highlight of the opening weekend of the Aviva Premiership Rugby season sees Twickenham host the London Double Header on 4 September 2010, where the four London clubs (London Irish, Saracens, London Wasps and Harlequins) will go head-to-head.

Mark McCafferty, chief executive of Premiership Rugby said: “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.”


Take a look at the vodcast of Mark Hodges and Mark McCafferty talking about the sponsorship deal at www.youtube.com/watch?v=WWY-ZbiD66Q

Photo available to download from the Aviva media centre at www.aviva.com/media/images-and-logos/preview/2039

Other images available on request.

For further information, please contact:
Louise Zucchi, Aviva’s press office on 07800 699664 or louise.zucchi@aviva.co.uk

Notes to editors:

About Aviva

  • Aviva is the world’s fifth largest* insurance group, serving 53 million customers across Europe, North America and Asia Pacific
  • Aviva's main business activities are long-term savings, fund management and general insurance, with worldwide total sales of £45.1 billion and funds under management of £379 billion at 31 December 2009 
  • We are the largest insurance services provider in the UK and one of the leading providers of life and pensions products in Europe    
  • The Aviva media centre at www.aviva.com/media includes images, company and product information and a news release archive
  • For broadcast-standard video, please visit www.aviva.com/media/video/.  
  • Follow us on twitter: www.twitter.com/avivaplc  

* based on gross worldwide premiums at 31 December 2008.


About Premiership Rugby


Premiership Rugby is the organisation which represents the 12 professional Rugby Union clubs, who compete in Aviva Premiership Rugby (the equivalent of football’s Premier League), the Heineken Cup and the Amlin Challenge Cup (rugby union’s two European competitions) and the LV= Cup (an Anglo-Welsh competition). Premiership Rugby was created in 1997, shortly after rugby union went professional in England, taking over the role previously undertaken by English First Division Rugby.


Premiership Rugby is an umbrella organisation representing the share holders and the clubs that participate in Aviva Premiership Rugby. It is run by Chief Executive Mark McCafferty, who reports to a Board made up of the Chief Executives of the 12 clubs. The organisation has the following functions: Strategic planning; To anticipate and enhance the future for the game of rugby union; Commercial development & negotiation; To enhance the financial value of the professional club game; Management; To co-ordinate the running of club competitions and their representation with the RFU and in cross border competitions.


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