QBE agrees England Rugby deal

QBE has agreed to become the official insurance partner of England Rugby.

To launch the sponsorship, a 50m image was projected onto the Lloyd’s building (right) this morning.

QBE said the four-year deal with the RFU, which starts immediately, will bring significant advertising, hospitality and business development opportunities. The agreement builds on QBE’s existing rugby sponsorship, following the launch of its partnership with the Guinness Premiership in October 2009.

Helena Christopher, head of corporate communications, said: “This is a fantastic partnership for QBE, and complements our existing portfolio within rugby union. We are excited to be working with the RFU as it enables us to become involved with all levels of the game.

“We wanted to announce the partnership in a way that would capture people’s attention and do something a bit different. The projection looks really impressive and it certainly seems to have delivered that outcome. To be the first company to project onto a building in the City is a real coup.”

Steven Burns, chief executive of QBE European Operations, explained: “This is further demonstration of QBE’s commitment to the development of English rugby and reaffirms our belief in the values and ambitions of the sport in this country. Despite QBE being one of the UK’s largest insurers of business risk, we are not a recognisable brand. Our relationship with the RFU will provide us with an excellent opportunity to raise our profile and development opportunities to present QBE as the insurer who understands the specialist needs of businesses.

Paul Vaughan, business operations director at the RFU, added: “Teamwork, discipline and respect are vital to the success of the England team. As a business, QBE shares these values, making them the ideal partner. We are delighted to have them on board and look forward to developing a successful partnership.”