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SANZAR announced on Wednesday the appointment of sports marketing agency Essentially to secure a title sponsor for Super Rugby. Any new sole naming rights will come into effect at the start of the 2011 season when the competition expands to 15 teams.

This is the first time that SANZAR has sought a global title sponsor for the premier Southern Hemisphere rugby union competition. Essentially was selected after a competitive tendering process.

"For SANZAR to collectively market one of our key assets centrally and to appoint a sole agency is a first for the organisation," said Andy Marinos, SANZAR CEO and SA Rugby's acting Managing Director.

"The new developments in Super Rugby, including a new format and the inclusion of a 15th team clearly illustrate that there has never been a more exciting time for potential sponsors to partner with southern hemisphere rugby.

"The appointment of Essentially is a reflection of its global footprint within rugby union and impressive track record of delivering high-quality sponsors into the game. Essentially understands our needs and we look forward to working with its team to secure these key deals."

Essentially's clients include the Heineken Cup, the 2009 British & Irish Lions as well as all of the cricket Test Match Ground venues in the UK and commercial inventory including the recent Ashes in-stadia rights. Bart Campbell, Essentially's chief executive, said: "We are thrilled to be working for SANZAR on this ground-breaking assignment.

"The Super Rugby event is one of the biggest tournaments and most exciting sponsorship opportunities in world rugby and we are honoured to be appointed. We will be mobilising all our offices in each of the key rugby territories and we are delighted to work with SANZAR on this project."

SANZAR hopes to conclude rights negotiations by the end of the year.

(Source: voxy.co.nz)