Welsh Premiership rugby will "continue to be sponsored by the Principality Building Society," which extended its deal for the '17-18 season, according to the BBC. The company, which took over naming rights of the former Millennium Stadium in Jan. '16 on a 10-year deal, "will then cease to sponsor the competition." That will "bring an end to 13 seasons supporting the semi-pro league" (BBC, 5/17). In Cardiff, Chris Kelsey reported in a move described as a "significant boost" to the grassroots game, Principality Building Society will also assume title sponsorship of the Welsh Rugby Union National Youth Leagues for '17-18. The leagues will be known from next season as the Principality Youth Leagues. The partnership between Principality and the WRU is "seen as supporting the national game at all levels in communities across the country and sponsoring the National Youth Leagues," which involve 145 teams of 16-18-year-olds across Wales, is seen as a "natural fit." Principality Customer Dir Julie-Ann Haines said, "The feedback we have from our members is that they want us to invest in grassroots rugby" (WALES ONLINE, 5/17).
