Aviva lauds Premiership Rugby’s unsung heroes in TV ads

Aviva is capitalising on its recent title sponsorship of Premiership Rugby by launching TV ads celebrating the game’s unsung heroes.

A series of idents lasting five, ten and 15-seconds, created by AMV.BBDO, will be broadcast around Aviva Premiership Rugby coverage on ESPN, Sky Sports and ITV.

The ads are being rolled out today (2 September) and will celebrate the roles of behind-the-scenes individuals, such as the Harlequins head groundsman, Paul Sykes (pictured).

Every team from the Aviva Premiership will have someone representing them in the TV idents. The idea is to present each star of the ad as ’part of the team’.

Aviva head of marketing Gary Price says: “One of the reasons the Aviva Premiership Rugby sponsorship appealed to us so much was the values of teamwork and respect which exist within the game and through these adverts we wanted to show that an Aviva Premiership Rugby team is about far more than just the players on the pitch.”

Aviva signed the four-year sponsorship deal of Premiership Rugby on 7 July, replacing Guinness as the headline sponsor. The deal is worth £20m and will include significant investment in grassroots rugby.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.