EDF reduces involvement in rugby to focus on 2012

EDF Energy is dropping its title sponsorship of Rugby Union club tournament the Anglo-Welsh Cup to focus on its partnership with the London 2012 Olympics.

The energy company has sponsored the knockout competition for three years but Hilary Walkman, head of sponsorship at EDF, calls the Olympics a “once-in-a-lifetime opportunity” that can help achieve the company’s ambitions on a “national and international level”.

EDF is the official “sustainability partner” for the Games. The company has built almost its entire marketing strategy around its green credentials, recently launching “Green Britain Day” to encourage Britons to take action on climate change.

Despite the decision to drop its sponsorship of the Anglo-Welsh Cup, EDF is to continue its involvement with international rugby competitions the Heineken Cup and the European Challenge Cup after signing a four-year extension to its current agreement that will run to the end of the 2012/13 season.

The Rugby Football Union is now seeking a new sponsor for the Anglo-Welsh competition. Sponsorship includes naming rights, pitch-side branding and advertising. The sponsor will also have the right to use player imagery and the RFU logo in its marketing.

The Anglo-Welsh Cup features 12 English Guinness Premiership sides and four Welsh regional clubs.