Aviva renew deal as Premiership’s title sponsor

COCK-A-HOOP Premiership Rugby bosses are predicting a golden era for English club rugby after renewing their long-standing deal with title sponsors Aviva.

In a shock U-turn, the multinational insurance giants are to continue their support after previously stating they would end their seven-year involvement in the sport.

The Rugby Paper understands the deal is worth £5m-a-year, with Premiership Rugby also set to unveil new title sponsors for the Anglo-Welsh Cup.

Commercial director Dominic Hayes said: “We continue to have conversations with potential commercial partners and should have good news in coming weeks.

“Aviva’s decision to renew follows a thrilling end to the last Premiership campaign that saw both our semi-finals and the final go to the wire, while increased attendances and Premiership Rugby’s growing reputation in America also proved very attractive.

With Newcastle scheduled to play Saracens in Philadelphia this September, Hayes added: “We’re in a great place and it’s fantastic news that Aviva want to continue with us.

“We’ll have live matches on Channel 5 next season as well as BT Sport, we’re 11 per cent up on attendances and with our global expansion we’re very excited.”

Meanwhile, Exeter have unveiled plans to increase capacity at Sandy Park from 12,500 to 13,500 next season.