Aviva has announced a one-year addition to its backing of Premiership Rugby in Britain. The extension, which runs until the end of the 2017-18 season, will see Aviva enter its eighth season as a partner of England’s elite domestic rugby competition.
The title sponsorship includes 135 games watched by millions of people at stadiums across the country and on BT Sport. Last April a record 180,000 fans attended matches over the weekend and TV audiences on BT Sport were up by 13 per cent.
The impact of the partnership extends beyond branding and TV stings as well, just as it does with Aviva’s sponsorship programme in Ireland. The deal allows Aviva to continue its Tackling Numbers programme – an innovative and engaging programme for 7-9 year olds – which uses rugby to make learning about numbers fun, exciting and rewarding.
Delivered by the 12 Premiership Rugby clubs, the programme has been a resounding success in the last three seasons, resulting in a total of 1,357 teachers downloading the Aviva Tackling Numbers lesson plans and reaching an impressive 26,610 children in the process.
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Aviva’s primary sponsorship in Ireland is with the Aviva Stadium in a deal that runs for another two years. This partnership has similarly been extended with programmes such as the Aviva Soccer Sisters which has seen 25,000 players engaged through the past ten years and which has also been extended through to 2020.
“After a thrilling end to last season and a great summer of rugby, we’re incredibly excited to be extending our partnership with Premiership Rugby until the end of the 2017-18 season”, said Aviva’s Tom Daniell, Retail Marketing Director. “The extension gives us the opportunity to continue working with Premiership Rugby and the 12 clubs on our community initiatives, notably the Aviva Tackling Numbers programme and the Aviva Community Fund, both of which make such a valuable difference to communities and families across the country.
“The extension gives us the opportunity to continue working with Premiership Rugby and the 12 clubs on our community initiatives, notably the Aviva Tackling Numbers programme and the Aviva Community Fund, both of which make such a valuable difference to communities and families across the country.
“With record numbers of both attendances and live TV audiences, the league is going from strength-to-strength and we’re very much looking forward to the upcoming season.”
