Fuller’s London Pride, the prominent UK ale brand owned by drinks giant Asahi Europe, has extended its agreement with Prem Rugby to retain its designation as the official beer partner of English rugby union’s top-tier league.

The multi-year renewal builds on the agreement first signed in 2021 and will see London Pride continue to support the sport from grassroots to elite level, while gaining an expanded presence across Prem Rugby fixtures, including immersive experiences added at matchdays.

The pair will also launch the ‘Moments of Pride’ content series that will showcase the league, with exclusive prizes on offer for supporters who share their experiences.

The renewal adds to Prem Rugby’s portfolio of commercial partners, including insurance brand Gallagher, which serves as the league’s title sponsor until the end of the 2027-28 season, financial services firm Funding Circle, and advertising company Ocean Outdoor, among others.

The league’s domestic broadcaster is pay-TV heavyweight TNT Sports through the 2030-31 campaign.

The renewal comes six months after the league rebranded from Premiership Rugby to Prem Rugby in a move designed to attract new demographics and commercial partners to the sport.

At the time, Premiership Rugby chief growth officer Rob Calder told Sportcal (GlobalData Sport) the shift would allow the league to target new commercial markets that it had touched upon far less in previous years.

He said: “There are more stories to tell. For us in Prem Rugby, it's about energy, dynamism, and power, so, you can read into that what kind of categories we would want to see more of, but that's where we’re leaning into, because we want our partners, where possible, to be part of the marketing mix.”

Last month, the league entered a social media and digital content strategy tie-up with UK sports and TV production firm Whisper, which is collaborating with TNT Sports to work 'digital storytelling' into the broadcaster's coverage, as well as secure access to talent.