Aviva replaces Guinness as title sponsor of UK’s Premier Rugby
Premier Rugby in the UK has lost its title sponsor, Guinness, replacing this with Aviva.
The Diageo brand had been the title sponsor of the UK Premier league for the past five years (taking over from Zurich as title sponsor in 2005 in a four-year £20 million deal) and decided not to renew its contract after May this year following a one -year extension on the four-year term.
The Guinness Premiership name “wasn’t the best option going forward” commented Lee Bailey, Senior Sponsorship Manager at Diageo GB.
“In our research, our awareness (for Guinness) had reached record levels with little room to grow,” he stated recently, “So, we decided we needed to shift around the partnerships a little bit. We’re hoping to carry on investing heavily in rugby for the upcoming season.
“As soon as we know what partnerships we’ve got for the forthcoming season, we shall announce them,” he added.
The Aviva Premiership began last month.
