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SBD Global/July 18, 2012/Marketing and Sponsorship

RBS Extends 6 Nations Rugby Sponsorship For Four More Years

RBS has agreed to a 70% increase in its 6 Nations rugby sponsorship deal, as it appears "to have beaten" financial services rival HSBC to keep the title sponsorship of the annual tournament, according to John Reynolds of MARKETING MAGAZINE. The bank, which is more than 80% owned by the taxpayer, "is set to confirm" a £44M ($68.7M) four-year deal to retain sponsorship rights. The previous four-year period deal was worth £26M ($40M). The new deal will begin in '14 and will end in '17. Some observers had predicted that IRB World Sevens Series, British and Irish Lions team sponsors HSBC would replace RBS as lead partner. RBS has sponsored the 6 Nations tournament since '03. The last time they renewed the deal in '09, it was under "controversial circumstances" as they had just months before been forced to request a bail-out from the U.K. government (MARKETINGMAGAZINE.co.uk, 7/17).
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