Premiership Rugby has extended its partnership with the UK's largest insurance company, Aviva, for a further three years.

The contract will start from the 2014 - 15 season and will be in place for what is being described as a 'golden era' of rugby as England hosts the 2015 Rugby World Cup and rugby union re-joins the Olympics in the form of the popular sevens format.

"We are delighted to be extending our partnership with Aviva until the end of the 2016-17 season," said Premiership Rugby Chief Executive Mark McCafferty.

"Aviva has been a hugely supportive partner since joining the Premiership Rugby family for the start of the 2010-11 season. It's crucial for any professional sport to forge a strong bond with their title sponsor, and we have certainly done this with Aviva."

The announcement was made on Friday, just hours before the 2012 - 13 Aviva Premiership Final, which sold out in record time.

Robin Spencer, CEO UK & Ireland GI, from Aviva, added: '"The extension of our partnership with Premiership Rugby is a testament to the fact that it continues to work well for the business and deliver significant returns. It has been very successful in strengthening the relationships we have with our customers and, during an exciting period of growth and interest in the game, will be increasingly used as a key part of our brand and business development."


Published in Sponsorship