Barclays to sponsor Sky Sports rugby coverage

Barclays Commercial Bank has signed a deal with Sky Sports to sponsor its entire rugby coverage next season. It aims to raise awareness of the relaunch of the division.

The deal covers all of Sky’s rugby coverage, including the Guinness Premiership, the Heineken Cup and the Tri Nations. It will include 15-second idents, which have been created by Bartle Bogle Hegarty, at the start and end of all rugby programming. It will also have its logo on all Sky Sports promotions.

The sponsorship underlines the bank’s commitment to sport sponsorship as it already sponsors the English Premier League football. It is not clear how much the brand is worth.

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