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Dyson fills Bath Rugby’s sponsorship vacuum

English Premiership rugby union team Bath has signed a two year title sponsorship with locally based vacuum cleaner manufacturer Dyson.

Financial terms were not disclosed for the agreement, which covers the 2014-15 and 2015-16 seasons.

Dyson will promote its products under the shirt sponsorship element of the deal, with Bath’s squad wearing shirts promoting different items from the Dyson range depending on what position they play in.

Bruce Craig, owner and chairman of Bath Rugby, said: “For us, this new partnership is a positive sign of the progress the club has made recently and is a huge encouragement as we strive to achieve our ambition to become the best club in Europe. We are excited about what Dyson can bring to the club. They are a forward-thinking, innovative organisation and I'm sure they will help challenge how we do things, both on and off the field.”

The sponsorship is the first of its kind for Dyson, which replaces wealth management firm Novia on the shirts of the team that secured a fifth-place Premiership finish in 2013-14.