Rugby’s Rising Sponsorship Value

With the value of sponsorship deals on the rise in rugby, the record breaking deal between Wales Rugby Union and Admiral Insurance being a great example, Running Rugby has carried out some qualitative research to give us greater insight into the effects sponsorship is having on rugby’s most popular leagues.

They explain how for years it has been the shirt sponsor that has proved the main source of sponsorship and even now, the average deal in the Aviva Premiership is reaching £350,000 a year, with some of the top clubs in the division achieving double that. It is however the introduction of broadcast rights and stadium naming rights that is injecting the cash into the sport. In 2012 BT Sport paid out £152 million for the rights to show live rugby and the new deal signed in March has seen that figure rise by 80% offering viewers the option to watch 80 live games per season until 2021. 

To read further into the report and to find out more about the stadium naming rights, visit

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