Insurance and investments group LV = has been unveiled as the new title sponsor of rugby union’s Anglo-Welsh Cup, the joint competition managed by the Rugby Football Union (RFU) and Welsh Rugby Union (WRU).
LV=, which has 3.6m customers, has signed an initial two-year deal, with an option for a further two. The deal builds on LV =’s existing investments in Rugby Union and complements the LV = County Championship in cricket.
The newly-named LV = Cup, is a 16-team competition involving the 12 English Guinness Premiership clubs and four top Welsh clubs. Broadcast live on Sky Sports, this season’s edition commences on November 5 and the final will be played in March 2010. The winner, if an English club, will gain a place in next season’s Heineken Cup.
David Radford, group marketing director of LV =, commented: “As an expanding business, we see The LV= Cup providing a good fit with our target audience and we’re pleased to put our support behind this popular competition.”
Roger Lewis, Welsh Rugby Union (WRU) chief executive added: “Anglo-Welsh rivalries are amongst the oldest in world rugby and this competition will again stir a huge amount of excitement from players, coaches and fans.”