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LV= announces four year sponsorship of LV= cup

Press release: 10/08/2011

Insurance, retirement and investment group LV= today confirmed it is to continue as title sponsorship of the LV= Cup competition for a further four years.

The LV= Cup is the Anglo-Welsh rugby tournament and has been running since 1971. 16 teams are involved in the competition including the 12 English Premiership clubs and four Welsh clubs. It commences on 14 October and the final will be played in March next year.

LV= has sponsored the cup for the two previous seasons and also sponsors the Harlequins.

David Smith, LV= HR and communications director said, "We are delighted to continue our title sponsorship of the LV= Cup for a third year as we look to strengthen our commitment in rugby. The tournament provides a unique platform to engage with rugby fans and promote the LV= brand. The last two seasons have produced some fantastic rugby and the tournament is fast establishing itself as a hotbed for young talent. We're very much looking forward to the forthcoming season and would like to wish all teams the best of luck."

Rob Andrew, Rugby Football Union's rugby operations director said: "The LV= Cup offers a genuine opportunity for young players to come forward and contest for silverware, and it has proven an effective development pathway for players moving up to the elite. With a place in Europe for the winner, the LV= Cup is fast becoming a fixture calendar highlight for both clubs and supporters alike."

Sophie Goldschmidt, RFU Chief Commercial Officer added: "We are delighted to confirm that LV= will continue their sponsorship of the competition, committing to a further four years as title sponsor. The renewed partnership between LV=, the RFU, WRU and Premier Rugby Ltd furthers strengthens the development of the competition and we are confident that will continue over the next four years. We will be working closely with LV= and Premier Rugby Ltd to further raise the profile of the competition and look forward to another successful season both on the field and off."

LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs around 4,500 people, serves over four million customers and members, and manages around £8.1bn (as at 31 March 2011) on their behalf. We are also the UK's largest friendly society and a leading mutual financial services provider.

LVFS is authorised and regulated by the Financial Services Authority, register number 110035. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.