Aviva deal for Premiership

The terms of the arrangement will see Aviva replace Guinness as sponsors of the re-branded English top flight, which will now be called Aviva Premiership Rugby.

Aviva, an insurance company, will also join Premiership Rugby in injecting significant investment into community programmes.

Mark McCafferty (pictured right), chief executive of Premiership Rugby, said: "A title sponsorship deal with Aviva, which is such a strong international consumer brand, is another significant milestone in the growth of Premiership Rugby.

"It provides us with a long-term partnership commitment to our sport and to our work in the community."

Guinness took over from Zurich as the Premiership's title sponsor in 2005.