The LV= Cup
LV= sponsors the LV= Cup, rugby’s Anglo-Welsh tournament, the joint competition managed by the Rugby Football Union (RFU) and Welsh Rugby Union (WRU).
The initial two-year deal for the LV= Cup, with an option to renew for a further two years, will build on LV=’s existing investment in Rugby Union and also complement its LV= County Championship sponsorship in cricket.
The high profile LV= Cup is a 16-team competition involving the 12 English Aviva Premiership clubs and four Welsh regional teams. This year’s competition starts on 6 November 2010. The winner, if an English club, gains a place in the Heineken Cup for next season.
The tournament already has a broadcaster, with Sky Sports committed to promoting the LV= Cup. They will screen one live match per round, plus the semi-finals and final, for the next five years. The competition also has a committed supporter base with an average of 8,500 spectators at each pool game over the last three years.
The RFU, WRU and LV=, as well as Premier Rugby Limited (PRL) and Regional Rugby Wales, which oversee the teams playing in the competition, have all jointly committed to extensively promote the LV= Cup using existing channels and media.
