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BT Sport strikes four-way Welsh rugby deal

BT Sport, the pay-television service of UK telecommunications company BT, has agreed a three-year sponsorship deal with Regional Rugby Wales’ four Pro12 clubs – Scarlets, Ospreys, Cardiff Blues and Newport Gwent Dragons.

The multi-million pound deal will see BT work with the regions to link Welsh rugby union and its athletes with technology, education and community investment in sport.

Cardiff Arms Park, the home stadium of Cardiff Blues, will now be known as BT Sport Cardiff Arms Park. BT Sport will also become the main kit sponsor of the Cardiff Blues women’s team.

In addition, the BT Sport logo will appear on the front of home and away jerseys worn by Scarlets and Newport Gwent Dragons players. The BT Sport logo will also be displayed on the front of Ospreys’ home shirt as well as on the back of the team’s away jersey.

BT Sport branding will also appear in prominent positions around all RRW home grounds, within community activity and in regional rugby marketing materials.

Ann Benton, director in Wales for BT, said: “BT will build on this exciting new partnership with the Welsh regions to expand its support for communities across Wales, with the roll-out of our high speed fibre broadband set to make a real difference – particularly in rural areas. We’ll see sport and technology working hand-in-hand.”