Premier Rugby and Zurich Confirm End of Long Partnership
Premier Rugby and Zurich today confirmed that Zurich has given an early indication to Premier Rugby that it is to end its eight year association as main sponsors of the Zurich Premiership when its current contract ends (end
of 2005/06 season).
Zurich has been title sponsor since the 1996/7 season (through the original Allied Dunbar brand).
James Hill, Corporate Marketing Director, Zurich said, ‘Our sponsorship of the Zurich Premiership has been an unqualified success and our relationship with Premier Rugby has been both long-standing and highly valued. After
eight years, which has seen the rise of the profile of English rugby as well as the Zurich brand, we have decided to move on.’
Zurich has decided to end its tenure as main sponsor of the Premiership after a reconsideration of its global brand positioning programme. It was decided that continued rugby sponsorship in the UK does no longer fit in
with Zurich’s new marketing strategy.
Secondly, Zurich feels that it has more than maximised its return on investment from the sponsorship deal in terms of brand and name awareness across the UK after eight fruitful years. This is evidenced by Marketing Week, who in December 2003 said that ‘….. for Zurich, those sponsorship deals look like money extremely well spent’, and in 2003, Zurich was awarded status of business Superbrand, presented to the strongest 60 brands in the
UK.
Hill continued: ‘Despite our decision to end our sponsorship of the Zurich Premiership we will continue to enjoy the benefits of our association with rugby, and look forward to our role as shirt sponsors of the British Lions
tour to New Zealand in 2005.’
Zurich has offered Premier Rugby the option of ceasing the sponsorship a year earlier than the contracted commitment to allow Premier Rugby the option to find a new title sponsor for the 2005/06 Premiership season.
Jon Varney, Commercial Director, Premier Rugby said, ‘The partnership between Premier Rugby and Zurich has been extremely successful for both parties – the premiership is now a very professional and competitive league
and the Zurich brand has been effectively launched through the leverage of the Premiership sponsorship.
‘Naturally, we are disappointed that such a proactive and supportive sponsor has decided not to renew for a further term but it offers us a great opportunity to find a new title sponsor at a time when club rugby has never
been healthier. The professional club game is currently thriving with record attendances and growing viewing figures and the Premiership remains the most competitive and exciting league in the world. Everyone involved with Premier Rugby has enjoyed working with Zurich and is grateful for their support over the past eight years which has helped shaped the Premiership into the success it is today.’
For more information please contact Sally Price, Communications Manager, Premier Rugby on 020 8831 6727.