A Club-By-Club Sponsorship Overview Of The Gallagher Premiership

Connexi take a look at the sponsorship landscape across rugby’s Gallagher Premiership

The Gallagher Premiership is now in full swing with the first fixtures shaping what is set to be an exciting new season. When it comes to sponsorship, rugby has its own unique trends, differing from those seen and associated with football. Deals tend to be locally based and frequently created through a personal connection between the club and brand. A strong connection to the club and its supporters is important rather than simply promoting the brand. 

League Partners:

Gallagher, BT Sport, Channel 5, Gilbert, The Famous Grouse, Land Rover, CITIZEN, The Times

Bath Rugby – Dyson:

Dyson, a company which began in Bath, have been the title partner of Bath rugby since 2014. As a global company with local roots this is a perfect fit for both. The well-known brand is looking less so for exposure and more for the association. 

• Front of Shirt = Dyson
• Kit Manufacturer = Macron
• Official Partners = Avon Protection, Bath Ales, Bendac Group, Compeed, Grant, Thatchers
• Other Partners = CRX Compression, Dick Lovett Land Rover, Gieves & Hawkes, Nutrition X, Opro, Pol Roger, Vivomed, Novia, Royds Withy King, Lucknam Park

Bristol Bears – Ravenscroft:

Beginning in 2020, Bristol Bears is Ravenscroft’s entrance into the UK sports market. Bristol sport owner Stephen Landsdown is also a chairman of Ravenscroft. To enter with a personal connection is a safe option in rugby but this deal remains unique as it is only 1 of 2 financial sponsorships in the league. 

• Front of Shirt = Ravenscroft
• Kit Manufacturer = Umbro
• Elite Partners = BS3 Services, Thatchers, RedRock, Blackstar Solutions, xledger, Lancer Scott, ne Appliances
• Supporting Partners = UWE Bristol, Shock Doctor, Lucozade Sport, Wessex Garages, Good4U, XITEC, Tarka Springs, Kellaway, Langley House, Nexa Bristol, Camworth, Net World Sports

Exeter Chiefs – West Exe Business Park

After the longstanding connection which began in the 1994/95 season and became ‘the longest running main sponsorship relationship in the Premiership’ ended earlier this year, the club have recently placed West Exe Business Park on their shirt. Chief Executive and Chairman of Exeter Chiefs, Tony Rowe, has a personal connection with both the previous and new sponsors, as founder of SWComms and Owner of West Exe Business Park.

• Front of Shirt = West Exe Business Park
• Kit Manufacturer = Samurai Sportswear
• Key Partners = SWComms, Bradfords Building Supplies, CENTRAX, St.Ewe Free Range Eggs, Heineken, Otter Brewery, Tolchards
• Other Partners = Crew Clothing, Kensa Heat Pumps, Nuffield Health, Opro, Packexe, RGB Building Supplies, The Exeter, Thrifty, Troy, Drayton

Gloucester – BiGDUG:

Gloucester based shelving company, BiGDUG, takes over from Mitsubishi Motors as the front of shirt sponsor for the new season. A brand new partnership that has kept to the traditional rugby trend of local over global. 

• Front of Shirt = BIGDUG
• Kit Manufacturer = OXEN (Elite Pro Sports)
• Key Partners = Stowford Press, EDF, Olbas, Malvern Tyres, Hartpury University and Hartpury College, EV Cargo, Karcher, ELONEX, Compeed, Laithwaites Wines.
• Other Partners = Ssangyong, Mira Showers, Sportesse, Allstone Speedy Skips, BPE Solicitors, Raging Bull, Nutrition X, Opro, TMR Electrical Services, Hazlewoods, Cheltenham College, Smiths, Nuffield Health, First Solutions, WCD Group.

Harlequins – DHL:

DHL has a strong association with reigning champions Harlequins and have had a partnership since the 2012/13 season. In 2014/2015, DHL became the club’s main partner. The partnership has delivered success thus far, becoming a synonymous connection not only for the club but rugby in general.

• Front of Shirt = DHL
• Kit Manufacturer = Adidas
• Official Partners = Refinitiv, Persil, Greene King, Lovell Rugby, Charles Stanley, Silverbug, Science in Sport
• Other Partners = MJ Hudson, Philips, Aqua British, Blake Morgan, FlexiFleet, Opro, Thrifty

Leicester Tigers – Topps Tiles:

Topps Tiles continues as main sponsor of Leicester Tigers, cementing its connection for a 2nd season. They are not only a well-known national brand but also have strong connections to the city, including a national headquarters in Enderby in Leicestershire. 

• Front of Shirt = Topps Tiles
• Kit Manufacturer = Samurai Sportswear
• Official Partners = Mattioli Woods, STIHL, The Nottingham Building Society, Breedon, Yodel, Global Payments, Hafele, Valeo Snack Foods, Biffa, Welford Investments, Westons Stowford Press, Toyo Tires, Clarity, Next, TDT Technology, De Montfort University, Everards, LUQEL, Nuffield Health, Marc Darcy, Opro, Levy
• Other Partners = Pukka Pies, Burleighs, Fujifilm, Marcus De Footwear, Wattbike, Dragon SIgns, Knight Frank, The Turmeric Co, Actiph Water, Yakult, IMA Architects, NFU Mutual, Pulseroll, Hands Cleaners, PPL PRS

London Irish – Powerday:

This campaign sees the recycling and waste management company support London Irish for an 11^th successive season. The connection goes further as Powerday’s owner is also president and owner of the rugby club, a trend that has grown to become common in rugby. 

• Front of Shirt = Powerday
• Kit Manufacturer = BLK
• Elite Sponsors = Keltbray Group, PHD Group, VGC Group, UnitedUs, Cayman Islands, Reacton, Lions Prep, Just Clear, Curious, Turmec, Thames Materials Ltd, Durkan, The Lighthouse Club
• Official Partners = Nutrition X, Opro, Prime Health, Foxhills, Clayton Hotels

Newcastle Falcons – Stelrad:

Stelrad Radiator Group, whose registered office is in Newcastle, have been partners of the Falcons since 2018. Seeing them through many highs and lows, including their promotion and return to the premiership last season.

• Front of Shirt = Stelrad
• Kit Manufacturer = Macron
• Other Partners = Ward Hadaway, Hitachi Construction, Elm Group, NA College, Barbour, Nuffield Health, Greene King IPA, Bidfood, Northgate Vehicle Hire, iPRO Hydrate, Opro, Physique, Nutrition X, Pulman Group

Northampton Saints – Travis Perkins:

Northampton based Travis Perkins first became the club’s main sponsor in 2001. It was announced last month that the partnership will continue until at least 2025, “cementing the longest-ever relationship between an elite sport club and main shirt sponsor in the UK.”

• Front of Shirt = Travis Perkins
• Kit Manufacturer = Macron
• Other Partners = Toolstation, Carlsberg, Church’s Shoes, Cinch, grs, Barclaycard, Clarity Sports, ELONEX, Michael James Jeweller, Mirus, PTS Training Academy, Redrow Homes, Spirit Hyundai, Stubhub, Warner’s Distillery, WIT Fitness, iPRO Sport, Nutrition X, 44 Dental Centre, Opro, Tompkins Knight & Son, Triad, 2XU.

Sale Sharks – AO:

Bolton based retailer AO takes over from UKFAST as the new front of shirt sponsor for Sale Sharks. Rugby is a game for the people and to associate themselves with a consumer electronics company is a great fit. 

• Front of Shirt = AO
• Kit Manufacturer = Macron
• Official Partners = Bollington Insurance, DMR Jewellery, AJ Bell, C&C Insurance Brokers, CorpAcq, Morson Group, Printerland.co.uk, Acronis, BOL, Franklyn, 4^th Utility, Roma
• Other Partners = Adlington Welding Supplies, Amos, Assurant, ASSYSTEM, Bentley Manchester, Bespoke Moving Solutions, BMI The Alexandra Hospital, Bruce Jack Wines, Connectus, Clarity Sports, CVSL, HTF, David Lloyd Clubs, FilterMech, E.P. Muldoon, Greystone, Homes4U, inTec Business Solutions, iPRO Sport, Myerscough College, Oprom Redmoor Health, Ridley Thaw, Stantons of Stoke, Toast, The Mere, Toshiba, UK Biostores, Ultracell, University of Salford, VeCapital, Zen Office, Murray Metals, The Turmeric Co.

Saracens – City Index:

Newly promoted Saracens return to premiership rugby with trading platform City Index emblazoned across the front of their shirts. Whilst parent company StoneX sponsor the stadium. A partnership that is different to the traditional partnerships but shows that rugby is looking to be innovative with its new partnerships with new sectors.

• Front of Shirt = City Index
• Kit Manufacturer = Castore
• Other Partners = Stone X, Shawbrook Bank, Acronis, Simba, Hy-Pro, JAXJOX, Zinc, Randstad, Greene King IPA, Alan Day Volkswagen, Clarity Sports, Lucozade Sport, Rentokill Initial, GBA, Optimum Nutrition, EMS, Harrogate Spring.

Wasps – Vodafone:

Leading technology communications company Vodafone recently extended their partnership with Wasps until the end of the 2023/24 season. Unlike other clubs they have taken a global approach and it has proved to be a success. 

• Front of Shirt = Vodafone
• Kit Manufacturer = Hummel
• Other Partners = Dell Technologies, Wright Hassall, RSK, CWA, Hannafin, Ricoh, Heineken, Purity Brewing, Lear, Gullivers Sports Travel, Science in Sport, Robert Welch, Clements & Church, Oliverhorse, UT, Coventry 2021, Hottinger Group, Coventry Building Society, Indigo Fitness, The Wigley Group, Physique, 73 Media, Utility Team.

Worcester Warriors – Adam Hewitt:

Worcestershire-based motor and agricultural salvage company Adam Hewitt Ltd and Warriors have had a relationship for ten years, which expanded further when the company became Warriors’ Title Partner and Front of Shirt Sponsor for the 2020/21 season. A unique partnership that has a traditional rugby feel to it.  

• Front of Shirt = Adam Hewitt
• Kit Manufacturer = O’Neills
• Other Partners = BMI The Droitwich Spa Hospital, Blackpole Recycling, Bartercard, ctm Sports, Boardrm, BP Pulse, ELONEX, First Choice Utilities, Molson Coors, ebc Group, Three Pears, EXOL, Harrison Clark Rickerbys