Premiership Rugby and Land Rover renew long-term sponsorship

English rugby union's top-tier Premiership Rugby has today extended its long-standing partnership with Land Rover, the UK vehicle brand.

Under a multi-year renewal, Land Rover will continue to serve as the league’s official vehicle partner, a role it has held since 2004.

The brand is the league's longest-serving sponsor and its previous four-year deal expired after the recent 2019-20 season.

The extension once again includes the continuation of the Land Rover Premiership Rugby Cup, a nationwide grassroots tournament for under 11s and under 12s, while the firm will provide vehicles to all 12 Premiership Rugby club's community departments.

Mark Brittain, chief commercial officer at Premiership Rugby, said: “Land Rover is a hugely important member of the Premiership Rugby family. The brand’s contribution to rugby cannot be understated. Over the years, Land Rover has set the standard in helping people engage with rugby.”

The renewal will extend Land Rover’s involvement in the UK rugby union scene to more than two decades, notably sponsoring six British and Irish Lions tours as well as having existing deals with Welsh regional rugby team Cardiff Blues and Scotland’s Glasgow Warriors.

On a global level, the brand was an official sponsor of the 2011 Rugby World Cup in New Zealand and stepped up to worldwide partner level for the 2015 edition in England and the 2019 tournament in Japan

Premiership Rugby’s portfolio of partners also includes insurance firm Gallagher as title sponsor, bookmaker BetUK, Scottish whisky brand the Famous Grouse and Gilbert, the rugby equipment manufacturer.

The renewed agreement with Land Rover comes on the back of the Premiership announcing a two-week mid-season break after the organisers of European rugby’s top clubs competitions decided to suspend the Champions Cup and Challenge Cup due to ongoing concerns about the coronavirus pandemic amid rising cases.