Rugby, Australian Football: Zurich to end sponsorship stint

Zurich announced they will not be renewing their sponsorship of the Premiership when their current deal expires at the end of next season.

Zurich's decision leaves Premier Rugby, the organisation which runs the Premiership, 18 months to secure a replacement deal and they are in a strong position, with the club game in England more popular and of a higher quality than ever before.

Attendances are up 15% and a new lucrative television deal has just been struck with Sky Sports.

Nevertheless, Zurich explained the decision to stand aside had been taken "following an internal review of brand strategy".

The insurance giant replaced Allied Dunbar as title sponsors of the Premiership in 2000 and have since thrown their support heavily into rugby, from grass roots level through the Premiership and support of the Heineken Cup to the British and Irish Lions.

Zurich announced in April they had struck a deal to be the Lions' official shirt sponsor on next year's eagerly awaited tour of New Zealand.

Sportinglife