Wales

The Welsh Rugby Union’s renewal with long-term insurance partner Admiral came to fruition after a long negotiation amid the height of the Covid-19 pandemic in the UK.

The Welsh Rugby Union has signed a renewal to its sponsorship contract with Admiral which expands the association to include title sponsorship of Wales’ national rugby union leagues.

Liberty Stadium, the home of Championship football club Swansea City and United Rugby Championship team Ospreys, will change identity for the first time since opening in 2005 after Swansea

The Welsh Rugby Union has signed up online automotive retailer Cazoo as its new front-of-shirt sponsor

British sportswear brand Umbro has further enhanced its rugby union portfolio by agreeing a new five-year deal with Welsh Pro14 team Ospreys

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October.

BT abruptly pivoted its activations to digital after the pandemic struck just a month after it launched a new, five-year ‘4-3-3’ Home Nations soccer sponsorship strategy in February 2020.

LV= General Insurance (LV= GI) has rekindled its association with elite cricket in England and Wales by agreeing a three-year deal to become the new official title sponsor of England’s men’s and women’s Tests …

Italian sportswear brand Macron has become the new kit supplier of the Welsh Rugby Union in a seven-year agreement

Through the 2018-19 rugby season, the Welsh Rugby Union’s principal partner ran a program to drive brand awareness and boost consideration of the D-Max vehicle.

After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.

In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.

Sports fashion retailer JD has expanded its partnership with the Football Association of Wales (FAW) by becoming the title sponsor of the governing body’s revamped league structure.

The Cardiff Blues Pro14 rugby union team has signed a sponsorship deal with business solutions provider Indigo Group