Financial services group Save & Prosper is planning to review its 12-year sponsorship deal with Twicken ham rugby ground, the home of the British Rugby Football Union (RFU).
The decision comes after the RFU decided to switch the TV rights of games played under its rules from the BBC to satellite broadcaster BSkyB.
Under the BBC, international games at the stadium attracted audiences of 5 million, while Five Nation matches drew up to 8 million. Save & Prosper estimates that Sky will be “struggling to get a million”.
The sponsorship agreement between the RFU and the financial group has been worth 10m over the past 12 years. The deal has been renewed automatically every three years.
Save & Prosper sponsorship manager Simon Curtis says that will not happen this time.
“Clearly we will be looking at the deal more closely. The relationship has been very successful for us but the reach of the audience will now be much smaller.
“We will be looking at the amount we pay for the sponsorship and whether we will continue it at all,” he says.
He adds that if the RFU agreement does not continue, the group will increase its TV and press advertising spend rather than look for another sponsorship deal.
The five-year deal between the RFU and BSkyB is worth 87.5m. An RFU spokesman says the body would immediately look for another sponsor if Save & Prosper ended its relationship.