The sponsorship starts this month and includes the run-up to the Vancouver Winter Olympic Games which take place in February 2010.
LV= has a raft of sport sponsorship deals, including the rugby union’s Anglo-Welsh tournament the LV= Cup and the English domestic cricket competition, the LV= county championship.
It is also a sponsor of Harlequins RFU. The bobsleigh deal is one of the first commercial sponsorship deals for a British winter sports team and the sponsorship will include Britannia Rescue branded bobsleighs and training kit.
Britannia Rescue is the fourth largest breakdown provider in the UK. The company operates a network of over 300 independent rescue agents across the UK and its average response time to callouts is under 40 minutes.
David Radford, group marketing director at LV= says: “We are delighted to have agreed this deal with the British Bobsleigh Association.
Bobsleigh is a fast and dynamic Olympic sport and this is a great fit with the Britannia Rescue business. This sponsorship will help us increase awareness of the Britannia Rescue brand and the great value products it offers to motorists looking for breakdown cover.”