Amlin to sponsor Sky Sports rugby content

Sky Sports has signed Amlin, the specialist insurance group, as the new broadcast sponsor for its rugby union content.

The tie-up includes a presence during the coverage of the Heineken Cup, Guinness Premiership, Amlin Challenge Cup and the Tri Nations and Barbarians series.

The insurance brand will feature in opening and closing credits and in break bumpers throughout programming.

The sponsorship also includes branding in relevant sections on the Sky Sports website and simulcasts on Sky Mobile TV, which is available to selected subscribers with 3G handsets.

The deal was brokered by Amlin’s partnership marketing agency MEC Access. The previous sponsor was Toyota Avensis.

It is the latest initiative from the insurer to grow its association with rugby union. Last month Amlin announced that it would become the title sponsor of the European Challenge Cup as part of its strategy to develop its business in Europe

The three-year deal with the European Rugby Cup now sees the tournament rebranded as the Amlin Challenge Cup.

Amlin chief executive Charles Philipps says the latest tie-up with Sky “underpins our sponsorship of European club rugby and which will have a major impact in building our brand awareness amongst our key audience”.

The financial firm has recently become a “premium partner” of the sport’s premier European club tournament, the Heineken Cup, alongside the beer brand, FedEx and EDF Energy.

Amlin has also signed former England captain and London Wasps player Lawrence Dallaglio as a brand ambassador.

As part of its growth plans in Europe it has acquired corporate property and casualty insurer Fortis Corporate Insurance.

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