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SBD Global/August 26, 2013/Marketing and Sponsorship

Dutch Banking Group RaboDirect Ends Sponsorship With Rugby Union's Pro12

Dutch banking group RaboDirect has "pulled the plug" on their sponsorship of the rugby union Pro12 tournament, according to WALES ONLINE. RaboDirect "will cease to put their name to the Celtic and Italian league at the end of the coming season." It means the search "will be on for a new sponsor," though the upcoming TV deal with Sky Sports "may make that an easier process." RaboDirect "has been the league sponsors for two seasons" having taken over from Magners at the end of the '10-11 season (WALES ONLINE, 8/23). In Dublin, Gavin Cummiskey reported RaboDirect is ending their sponsorship three years into a four-year agreement. RaboDirect GM Tim Bicknell said, "The partnership with the PRO12 has helped us achieve key business objectives and has been extremely beneficial, especially in terms of developing and communicating our brand values, connecting with rugby fans and giving us a platform to reward our customers" (IRISH TIMES, 8/23).
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