QBE secures major rugby union deal

QBE has signed an agreement to become the official insurance partner of the Guinness Premiership.

The agreement, which starts immediately and runs through to the end of July 2012, will see QBE’s name and logo appear on the back of all team shirts in the Guinness Premiership, European competitions and the Anglo Welsh Cup.

QBE unveiled the deal by installing a giant rugby ball on Lime Street, next to Lloyd's, in the City of London.

Steven Burns, chief executive of QBE European Operations, saud: “This is a fantastic partnership for QBE. We are excited to be working with Premier Rugby and proud to be a partner of the most successful rugby union league in the world.

“We are actively building our UK profile via our national business, and seven UK offices and we see our sponsorship of Premiership Rugby as a great opportunity to drive an increase in brand awareness in the UK. We also believe this partnership will provide us with a number of business development opportunities.”

Jon Varney, commercial director of Premier Rugby, added: “We are delighted with this partnership and feel there is a strong strategic fit between the two organisations. Like QBE, we are growing rapidly, with attendances more than doubling since the league began in 1997. It is an exciting time for Premiership Rugby and we look forward to working with QBE.”