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Insurance, investments and pensions group LV=, is the new title sponsor of the LV= Cup, rugby's Anglo-Welsh tournament, the competition managed by the Rugby Football Union (RFU).

LV= which has 3.6m customers and employs over 3,800 people has been expanding its businesses and sponsorship. The initial two-year deal, with an option for a further two, will see the LV= Cup build on LV='s existing investments in Rugby Union and complements the LV= County Championship in cricket.

The high profile LV= Cup, is a 16-team competition involving the 12 English Guinness Premiership clubs and four top Welsh clubs. It commences on November 5 and the final will be played in March 2010 at a neutral venue to be confirmed. The eventual winner, if an English club, will gain a place in the Heineken Cup for next season.

The tournament already has a broadcaster with Sky Sports committed to promoting the LV= Cup and showing one live match per round and the semi-finals and final for the next five years. It also has a committed supporter base with an average of 8,500 watching each pool game in the last three years and 55,000 attending last April's final at Twickenham Stadium.

The RFU, WRU and LV=, as well as Premier Rugby Limited (PRL) and Regional Rugby Wales, which oversee the teams playing in the competition, have all jointly committed to extensively promote the LV= Cup using all existing channels and media.

David Radford, Group Marketing Director of LV=, commented, "We are delighted to be extending our sponsorship interests in rugby with The LV= Cup. As an expanding business we see The LV= Cup providing a good fit with our target audience and we're pleased to put our support behind this popular competition."

Francis Baron, Rugby Football Union (RFU) Chief Executive, added, "The Anglo-Welsh Cup is rich with heritage and history stretching back over many years, much like LV=. This year's tournament promises to be as exciting and hard fought as ever with the ultimate prize of a place in the Heineken Cup on offer for any English club that wins.

“In addition we believe the new structure will give players, coaches and supporters an exciting tournament that embodies all that's best about cross-border knockout competition and further showcases the game."

(Source: RFU)