The English professional rugby union competition, Premiership Rugby has inked a sponsorship extension with Defender, Land Rover‘s premium six-seater SUV car.
Both brands have been associated since 2002, and following this new deal, Defender will continue to act as the official vehicle partner of Premiership Rugby.
Moving ahead, the new collaboration will see Defender activations prominently featured throughout many significant events in the top division of the English rugby union system’s schedule, such as the Premiership Rugby Final 2024 and the ‘Derby Weekend’ in Round 6 from November 17 to 19, 2023.
Furthermore, Defender will discover the fearless side of both Premiership Rugby players and the car during the collaboration, relishing Defender’s realm of modern luxury while recognizing hidden destinations around the nation.
The Defender Premiership Rugby Cup, which debuted in 2008, will also continue to play an important part in the league’s community program delivery under the terms of the agreement. Over the course of the long-term collaboration, Defender’s national grassroots rugby program has helped over 100,000 children explore rugby.
Mark Brittain, Chief Commercial Officer at Premiership Rugby, said, “Land Rover has been a loyal partner of Premiership Rugby for over two decades and we are thrilled to continue this relationship further with Defender. It is an incredibly exciting time for Premiership Rugby, with a number of transformative initiatives on the horizon, and we are delighted to see Defender’s commitment and confidence to extend their relationship with us as we embark on a momentous period of innovation and progression for the organisation and the sport of rugby.”
Anthony Bradbury, Marketing Director, JLR UK, said, “We have proudly supported Premiership Rugby since 2002, an affiliation which is a perfect fit for Defender. We are delighted to be renewing this exciting partnership which will also see the continued rollout of the grassroots rugby programme – an opportunity to further celebrate our shared values of strength and capability.”