Laya Healthcare is to be the new naming rights partner for the redeveloped RDS Main Arena. The story was confirmed in weekend media reports having been floated initially as a done deal by Sport for Business over 12 months ago.
The company subsequently signed up as Health and Wellbeing partner with Leinster and have been proactive in the issue of concussion that has been a major concern within rugby circles.
Laya is owned by AIG, sponsors of the Dublin GAA and the All Blacks and so has a tradition and a likely resource targeted at maximising the benefits of the new deal which will come into effect once the redevelopment is complete.
The stadium will hold an increased capacity of 21,000 and planning permission was submitted to Dublin City Council last week.
The deal makes sense as Leinster Rugby’s main sponsor does not offer health insurance while a number of its other insurance services are underwritten by AIG.
There is likely to be an issue over the transfer of larger matches to the rival titled Aviva Stadium but persistent rumour has it that there is no guarantee Aviva will renew that deal when it comes up at the end of its ten year cycle in 2020.
If that is the case, any overlap between the two competitor brands might only be for two years.
The Laya deal is believed to be worth in the region of €8 million over ten years and while the initial contact was made through Leinster Rugby, who are tenants of the stadium, the contract will be with the Royal Dublin Society and the rights will cover other activities at the venue including concerts and the Horse Show.
