Welsh Pro12 rugby union team Cardiff Blues has named British multi-purpose vehicle manufacturer Land Rover as its new principal partner.
The three-year deal, which marks the first time Land Rover has directly invested in Welsh rugby, will cover the 2016-17 to 2018-19 seasons. It will grant Land Rover branding rights on the front of the Cardiff Blues shirts.
Under the agreement, Land Rover will also engage its network of retailers in the region with Cardiff Blues fans through community-based initiatives.
“The partnership announcement is not only an important addition to Land Rover’s growing rugby sponsorship portfolio, but represents a significant increase in our investment within rugby in the UK,” Jeremy Hicks, managing director of Jaguar Land Rover UK, said.
“We are proud of our heritage in rugby and this partnership has offered us a fantastic opportunity to further strengthen our community links in Wales and engage our Land Rover retailers and owners who are also rugby fans.”
Land Rover has a strong presence within rugby union and has partnered the last two World Cups in 2011 and 2015. The company is also a partner of the British & Irish Lions team and Premiership Rugby, as well as being the main club partner of English Premiership outfit Wasps.