AVIVA have agreed a £20m deal to become the new sponsors of Premiership rugby.
The insurance giants penned a four-year deal to replace Guinness as the top-flight’s title sponsors, starting immediately.
Premiership chiefs confirmed that both parties have agreed to make “significant investment in community programmes” as part of the deal.
“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, through what is arguably the most competitive and exciting rugby competition in the world,” said Aviva UK chief executive Mark Hodges.
“We’ve invested a lot of time and effort looking for and researching the right sponsorship opportunity and we know that rugby, the fastest-growing participation sport in England, fits absolutely with Aviva.”
Premiership Rugby chief executive Mark McCafferty added: “A title sponsorship deal with Aviva is another significant milestone in the growth of Premiership Rugby. It provides us with a long-term partnership commitment to our sport and to our work in the community.”