Premiership Rugby fills new sponsorship category with Citizen deal

Premiership Rugby, the governing body of the top division of English rugby union, has signed its first official timekeeper after agreeing a two-year deal with the UK arm of Japanese watch manufacturer Citizen.

Through the tie-up with the English Premiership, Citizen will aim to raise awareness of its new global brand statement – ‘Better Starts Now’ – within the UK rugby community, supporting the company's ongoing strategy to grow awareness amongst consumers aged 35 to 55.

As part of the partnership, Citizen will receive branding on Premiership stadium perimeter boards and stadium clocks as well as on screen TV branding for all Premiership matches.

Citizen has also secured branding rights to Premiership Rugby’s 'Try of the Week' and 'Try of the Month'. Both Citizen and Premiership Rugby will promote the new collaboration through digital communications, including a presence on the Premiership Rugby website, e-zines, and via online banners.

With a two-year deal agreed, Citizen also has plans to develop educational and charity initiatives with Premiership Rugby, as well as bespoke limited edition timepieces to celebrate the collaboration.