In September 2010, Aviva took over from Guinness as sponsors of English Premiership Rugby. After years of association between rugby and the black stuff, Aviva needed to find a way to associate themselves with the rugby sponsorship. However, they wanted to ensure that awareness didn't come at the expense of the brand credibility. The main challenge was ensuring that the Aviva association was credible in order to drive positive feeling from the rugby partnership to build a relationship with fans. Find out more...

To build a deep and credible association with Premiership Rugby sponsorship