Gallagher and Premiership Rugby renew partnership

03 Dec 2021

By: Sport Industry Group

Premiership Rugby and Gallagher have today announced a multi-year renewal of their existing partnership.

Gallagher has reaffirmed its commitment to the sport as the Official Title Partner to elite rugby’s most competitive league. The partnership extension builds on its first four years of a successful sponsorship that has delivered year-on-year increases in brand awareness and business value.

Grassroots engagement has also been central to Gallagher’s partnership alongside its support of the professional game, including its sponsorship of Project Rugby. Run in conjunction with Premiership Rugby and England Rugby, this ground-breaking community inclusion programme – which is set to welcome its milestone 70,000th participant – continues to break down barriers to participation in the sport and increase the accessibility of rugby to young people from under-represented groups and parts of society.

Having established itself as a professional sports competition of global relevance and reach, Gallagher Premiership Rugby now enjoys an international audience of more than 150 million households across 135 different territories, mirroring Gallagher’s own global footprint. In the UK, TV audiences watching Gallagher Premiership Rugby have grown strongly. BT Sport saw a 16% rise in the average audience last season – a level of growth that has continued into the 2021-22 campaign.

Christopher E. Mead, Chief Marketing Officer of Gallagher, said: “Gallagher Premiership Rugby is a league like no other; its combination of high-octane action and intense competition continue to attract an ever larger audience both in the UK and around the globe. That has taken the Gallagher brand into millions of new homes and businesses, created a better understanding of what we do and how we can help individuals and organisations manage personal and commercial risk. Through this new agreement, we look forward to strengthening a natural partnership between two increasingly globally-known and fast-growing franchises with shared values and ethical codes.

Mark Brittain, Chief Commercial Officer of Premiership Rugby, added: “Gallagher Premiership Rugby has never been more compelling and exciting as it is today and together, with Gallagher, we have found new ways to keep fans engaged, expand our audience and attract ever greater numbers, as we have continued to work together to grow the game. We’re delighted to have renewed our partnership and look forward to building on the last four years for the benefit of everyone involved in club rugby.