Region scores six-figure deal with online store
The Ospreys have struck a sixfigure partnership deal with the world’s biggest online rugby store, Lovell Rugby.
It comes as a three-year deal between the four professional regions in Wales with BT expires at the end of the current season.
Under the deal, the telecoms giant had main shirt sponsorship deals with the Ospreys, the Scarlets and Newport Gwent Dragons, while the deal with the Cardiff Blues saw the Arms Park being renamed the BT Sports Arms Park.
The value of the agreement with BT was never disclosed, but is believed to have been worth in the region of £600,000 per region.
The jersey sponsorship deal for the Ospreys with Lovell Rugby is understood to be more than the BT deal.
It is also understood that collectively the regions and BT are looking to strike a new sponsorship deal, although it would not see BT as the main jersey sponsor for the three regions or appearing in the name of the Arms Park. It is also understood to be financially less than the current deal.
A spokesman for BT said: “We do not comment on speculation.”
The Ospreys’ deal sees Lovell Rugby becoming the region’s title partner with its logo featuring on the front of the senior team shirt and on selected training wear from the start of 2017/18.
With more than 25 years’ experience of the sports industry, Lovell Rugby moved from traditional retail to e-commerce in 1998, since when they have established themselves as a leading brand well-known to the global rugby community.
The announcement follows the confirmation earlier this month that the team will wear Canterbury from next season, further evidence of the commercial strength of the Ospreys.
Huw Warren, commercial manager of Ospreys Rugby, said: “This is an exciting new partnership for us.
“It is a long-term agreement that allows us to work strategically with Lovell Rugby and Canterbury, with a shared vision of where all parties want to go. The partnership is about a lot more than being just a name on the front of a shirt.
“With their position as the world’s leading online rugby brand they have the knowledge and expertise that will allow us to improve our retail offering for supporters, and the desire to work hand in hand with us on a number of innovative projects. I’m delighted to officially welcome Lovell Rugby on board and look forward to seeing the positive impact this relationship will have over the coming seasons.”
Ben Lovell, managing director, Lovell Rugby, said: “We are really happy to be partnering with the Ospreys and helping the business grow over the coming seasons.
“Everybody knows how successful the Ospreys have been off the field with the success of the shirt over the years making them a well established retail brand. The Ospreys’ innovative outlook sits very comfortably with our own approach to business, and we are looking forward to working in collaboration with Huw and his team to drive growth for both our organisations.”