Insurer Royal & SunAlliance has agreed a three-year £750,000 deal to sponsor the Rugby Football Union's latest initiative to attract young players to the game from inner cities and areas of social deprivation.
The deal will see R&SA invest £250,000 per year to sponsor SEE U @ RUG B as well as England Youth Rugby.
SEE U @ RUG B is aimed at 12 to 18 year-olds.
It includes the introduction of a floodlit league in Manchester's Moss Side district. RFU development officers will also provide coaching and establish links with local clubs to generate and encourage a pool of talent within the community.
The RFU will also be creating a number of new inner city junior clubs each year as well as staging a series of school development programmes to encourage participation and forge links with clubs.
Young players will also be invited to a series of development days in six inner city locations where two top international players and coaches will share their skills and knowledge.
RFU commercial director Paul Vaughan said: "This sponsorship is very significant news for us as it helps us develop a major part of our eight year strategic plan which is to appeal to more youngsters who would not normally be exposed to our sport."
