BKT has become the northern hemisphere title sponsor of the United Rugby Championship (URC) until 2025. The league will now be known as the ‘BKT United Rugby Championship’ in this part of the world.
Lucia Salmaso, BKT Europe CEO said: “BKT will support the URC and its fans with its positive attitude, its passion for sports and its enthusiastic ideas, by engaging and including the whole audience.
“We will do our best to ensure that this partnership could only be the beginning of a stimulating adventure to live and an opportunity for Growing Together. I think we are great match and team.”
The URC involves 16 teams from across Ireland, Italy, Scotland, South Africa and Wales competing annually to take part in the URC Play-Offs and earn a place in the Grand Final where the champion team is crowned.
The top eight ranked teams from the URC qualify for the following season’s Heineken Champions Cup while over 300 players from the league represent their countries in international rugby competition.
Martin Anayi, United Rugby Championship CEO, added: “Attracting a global partner of BKT’s scale speaks to the appeal of rugby and to the diversity and identity of our league.
“The success of our debut season as URC caught the imagination of fans and the interest from potential partners has really come to life.
“BKT want to grow together and they believe in our vision of creating a league where world-class rugby is matched by an off-the-field purpose that connects with our fans and communities.”