The English Rugby Premiership is set for a new name from next season.
After an eight-year association with the country's top club competition, insurance giant Aviva is to be replaced by US insurance broker and consultancy Gallagher.
The four-year partnership starts on 1 July and will see a rebrand to Gallagher Premiership Rugby when next season's league kicks off on 31 August.
"The international expansion of Premiership Rugby has been accelerated in recent years and it is fitting that we are now partnering with a global company with an equally strong presence here in the UK. Gallagher will be an excellent partner for us in terms of the group's ambition, focus on growth and shared values around both business and the community," said Premiership Rugby chief executive Mark McCafferty.
While perhaps less well-known in the UK than Aviva, Gallagher is one of the largest commercial brokers in the UK with 4,500 staff. Founded in 1927, the firm operates in 33 countries and employs 27,000 people.
The tie-up comes as an increasing number of European rugby games are being played across the pond. The Premiership currently plays one game in the US – most recently with the Newcastle Falcons taking on European champions Saracens in Philadelphia last September.
In 2016, Ireland recorded their first-ever victory over World Champions New Zealand at Soldier Field, Chicago.
"The last decade has seen major growth in Premiership Rugby's fan base and it is a huge credit to our clubs – and the way they have grown their businesses - that we can announce this new partnership today. We are very much looking forward to the first matches of Gallagher Premiership Rugby in September," added McCafferty.
Gallagher CEO J. Patrick Gallagher, Jr. said:
By uniting with this globally-known and fast growing franchise, we have a terrific opportunity to increase awareness about our company, values, expertise and services, and jointly participate in community projects and causes to make a difference. This dynamic business and marketing partnership with Premiership Rugby reflects who we are culturally and professionally.