Amlin extends rugby involvement with Sky Sports broadcast sponsorship

Amlin, the leading FTSE-listed specialist insurer, will be the broadcast sponsor of a range of rugby union events on Sky Sports this season.   The partnership begins this week and includes support of Sky’s rugby content across various platforms, including European competitions the Heineken Cup, the Amlin Challenge Cup and European Rugby Special; domestic competition the Guinness Premiership; international rugby in the form of overseas international tours, Tri Nations, IRB Sevens and the Barbarians, as well as support for The Rugby Club, Total Rugby and ESPN Classic Rugby Union.

The deal, negotiated by MEC Access, will see Amlin creative on opening and closing credits plus 'break bumpers' throughout programming.  The sponsorship includes output on television, relevant sections on skysports.com and simulcasts on Sky Mobile TV, available for selected subscribers with 3G handsets. This deal is seen as complementing Amlin’s recently signed agreement with ERC to support the growth and development of elite club rugby across Europe as Premium Partner to the Heineken Cup and the new Title Partner of the European Challenge Cup. David Shore, Head of Sponsorship at Sky, said: "This deal is a huge endorsement of the quality and depth of coverage of Sky Sports’ rugby union coverage.  The multi-platform element to the deal will help Amlin raise their brand awareness with     Sky’s rugby viewers whether at home, at work or on the move". Amlin Chief Executive Charles Philipps, was upbeat about the new deal: "This is an exciting development which underpins our sponsorship of European club rugby and which will have a major impact in building our brand awareness amongst our key audiences.   "In addition to our partnership with ERC, this agreement with Sky Sports further underlines our commitment to associating with the core values of rugby union".