BT Sport, Welsh rugby regions in sponsorship announcement

BT Sport has extended its support and investment into club rugby after agreeing a new sponsorship deal with the four Welsh Regions: the Scarlets, Ospreys, Cardiff Blues and Newport Gwent Dragons.

The new multi-million pound agreement over three years is the largest joint sponsorship in the history of the four regions and signals an exciting future partnership ahead between the successful broadcaster and Welsh regional rugby.

The partnership will include a commitment to community development programmes in Wales that will see BT working closely with the regions to link the Welsh national sport and its rugby role models with technology, education and community investment in sport.

The deal sees the BT Sport logo appear on three Welsh Regions’ jerseys for the next three seasons; on the front of the home and away shirts to be worn by Scarlets and Newport Gwent Dragons and on the front of the Ospreys’ home shirt and the back of their away kit, with the front of the Ospreys’ away shirt already secured with another partner. As a key sponsor, BT Sport’s brand will feature prominently in all the Welsh regions home grounds, within community activity and in regional rugby marketing materials.

And for the first time, the Cardiff Blues have agreed naming rights for their home ground – now to be known as BT Sport Cardiff Arms Park. The Cardiff Blues shirt sponsorship continues with Airbus Group (previously EADS), with BT Sport becoming kit sponsor to Cardiff Blues Women’s Rugby.

Ann Beynon, director Wales, BT said: “We are delighted to have reached an agreement with the four Regions and there are exciting times ahead as we embark on our new relationship with Welsh Rugby.

“Rugby is at the heart of BT Sport – we’re excited to support Regional Rugby and its distinct and dynamic culture, with all it stands for in terms of strength, determination, daring, passion and skill.

“We respect and want to support the passion of the very knowledgeable Welsh rugby communities and applaud the positive and progressive work being done by Regional Rugby Wales (RRW) and those overseeing and working within the four Welsh Regions.

“BT will build on this exciting new partnership with the Welsh Regions to expand its support for communities across Wales, with the roll-out of our high speed fibre broadband set to make a real difference – particularly in rural areas. We’ll see sport and technology working hand-in-hand.”