Land Rover extends Premiership Rugby partnership

12 Jan 2021

By: Sport Industry Group

Land Rover has extended its partnership with Premiership Rugby, taking its Official Vehicle Partnership of the league over the 20-year mark.

The new multi-year deal will see Land Rover continue to support rugby at all levels, from grassroots through to the elite end of the game.

Dating back to 2002, Land Rover’s partnership has seen it sponsor the Land Rover Premiership Rugby Cup, a national series of rugby festivals for Under-11 and Under-12 teams. To date it has played a role in helping more than 100,000 young people discover rugby.

As part of the partnership, the brand will also provide the 12 Premiership Rugby clubs’ community departments with a Land Rover Discovery vehicle to help them deliver their work aiding domestic rugby. During the previous 16 years, Land Rover has provided more than 190 vehicles, covering more than two million miles up and down the country thus ensuring community rugby gets the support it needs. 

“Land Rover is proud to continue its partnership with Premiership Rugby and the renewal clearly demonstrates our commitment to the game at all levels in the UK; from grassroots to elite,” said Anthony Bradbury, Marketing Director, Jaguar Land Rover UK.

“To have helped over 100,000 youngsters discover rugby through the Land Rover Premiership Rugby Cup is something we are all very proud of, and grassroots rugby will continue to be an area which Land Rover champions, as it is where the values of the sport are fostered.” 

“There are challenges ahead for the rugby community, but through our rugby partnerships we want to create incredible experiences for fans, players and families to ensure that, no matter what, they can get closer to the sport they love." 

Mark Brittain, Chief Commercial Officer at Premiership Rugby added: “Land Rover is a hugely important member of the Premiership Rugby family. The brand’s contribution to rugby cannot be understated, so to extend our partnership is something everyone at Premiership Rugby is incredibly excited about, and we look forward to adding to our shared heritage. 

“Over the years, Land Rover has set the standard in helping people engage with rugby, and now more than ever, the brand’s experience and passion for this will prove invaluable.” 

As well as the partnership with Premiership Rugby, Land Rover also has ongoing partnerships around the UK with Cardiff Blues, Glasgow Warriors and Bath Rugby. The brand also has a long heritage supporting the game outside of Great Britain, having sponsored three Rugby World Cup tournaments, six British & Irish Lions Tours and holding regional partnerships with the Springboks in South Africa and the Wallabies in Australia.